What are the key elements of a memorable brand identity and how do you measure them?

1 Define your brand purpose

The first step to creating a memorable brand identity is to define your brand purpose. This is the reason why your business exists, what problem you solve, and how you make a difference. Your brand purpose should be clear, concise, and compelling, and it should guide your decisions and actions. To define your brand purpose, you can use tools like the Golden Circle or the Brand Purpose Statement, or you can ask yourself questions like: What is your vision? What is your mission? What are your values? What are your goals?

2 Design your brand visuals

The second step to creating a memorable brand identity is to design your brand visuals. These are the elements that your customers see and associate with your business, such as your logo, colors, fonts, images, and icons. Your brand visuals should be consistent, coherent, and distinctive, and they should reflect your brand purpose and personality. To design your brand visuals, you can use tools like the Brand Identity Prism or the Brand Style Guide, or you can hire a professional designer or agency.

3 Develop your brand voice

The third step to creating a memorable brand identity is to develop your brand voice. This is the way you communicate with your customers, both verbally and non-verbally, through your content, messages, and tone. Your brand voice should be authentic, engaging, and relevant, and it should match your brand purpose and personality. To develop your brand voice, you can use tools like the Brand Voice Chart or the Brand Voice Guidelines, or you can analyze your audience and competitors.

4 Deliver your brand experience

The fourth step to creating a memorable brand identity is to deliver your brand experience. This is the way your customers interact with your business, from the first impression to the post-purchase follow-up, across all touchpoints and channels. Your brand experience should be positive, memorable, and consistent, and it should exceed your customers' expectations. To deliver your brand experience, you can use tools like the Customer Journey Map or the Net Promoter Score, or you can collect feedback and reviews.

5 Measure your brand performance

The fifth step to creating a memorable brand identity is to measure your brand performance. This is the way you evaluate the impact and effectiveness of your brand identity, both internally and externally, using quantitative and qualitative data. Your brand performance should be aligned with your brand purpose and goals, and it should show your strengths and weaknesses. To measure your brand performance, you can use tools like the Brand Equity Model or the Brand Health Scorecard, or you can conduct market research.

6 Conduct market research

The sixth and final step to creating a memorable brand identity is to conduct market research. This is the way you gather and analyze information about your customers, competitors, and market, using methods like surveys, interviews, focus groups, or observation. Market research can help you understand your target audience, identify opportunities and threats, test and validate your brand identity, and improve your brand strategy. To conduct market research, you can use tools like the Market Research Plan or the Market Research Report, or you can hire a market research firm or consultant.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?