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What are some of the tools and resources that can help you create and manage your branding and identity?

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Branding and identity are essential elements of any successful marketing strategy. They help you communicate your value proposition, differentiate yourself from competitors, and build trust and loyalty with your customers. But how do you create and manage your branding and identity effectively? In this article, we will explore some of the tools and resources that can help you with this process.

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1 Define your brand

Before you start designing your logo, choosing your colors, or writing your tagline, you need to have a clear idea of what your brand stands for, what your mission and vision are, and who your target audience is. A good way to do this is to use a brand strategy framework, such as the Brand Pyramid, the Brand Identity Prism, or the Brand Archetypes. These frameworks help you define the core elements of your brand, such as your purpose, values, personality, voice, and positioning.

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Harry Lang

CMO and Marketing Consultant who makes transformative change happen for digital B2C, D2C and B2B brands
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Archetypes get bad press, especially from some of the more supercilious marketers on here, however I've always found them useful as part of workshop agendas when the knoweldge levels in the room are very broad. You might not (i.e. probably won't) use them in final brand guidelines, but as a way of getting participants thinking of benefits over functions, audience needs, brand differentiators, TOV, personality, positioning and the competitive environment they can be a useful device.

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Barry Whitmore

U. S. Army Vietnam Veteran & Johnson Controls employee
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When you install systems make sure the manufacturers logo is on the devices you are installing in public areas. Hughes reader's have HID embossed on them, Pelco Cameras and housings have their name on them as well.

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2 Create your visual identity

Once you have defined your brand, you need to create a visual identity that reflects it. A visual identity is a set of guidelines that define how your brand looks across different media and platforms. It includes elements such as your logo, typography, color palette, imagery, icons, and graphics. To create your visual identity, you can use online tools such as Canva, Adobe Spark, or Logo Maker, or hire a professional designer. You should also create a brand style guide that documents your visual identity and ensures consistency.

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3 Write your brand story

Another important aspect of your branding and identity is your brand story. A brand story is a narrative that explains who you are, what you do, why you do it, and how you make a difference. It helps you connect with your customers on an emotional level and convey your values and personality. To write your brand story, you can use a storytelling framework, such as the Hero's Journey, the Three-Act Structure, or the Story Spine. You should also use a tone of voice that matches your brand and resonates with your audience.

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Melanie Moore

Telling brand stories in a digital world.
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I have often told friends that I am “managing my brand” when they’ve caught me posting to my personal social media when we’re out and about. I’m telling my story through posts, pictures, and my interactions with others. An organization’s brand is no different. It needs to be managed and told as if you were telling others your own personal story. People make decisions based on their perceptions, and a brand story is controlling that perception. Never overlook the importance of being in control of your brand story. Whether it’s your logo, voice, or visuals, tell the story that you want others to associate with your brand.

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4 Manage your online presence

Once you have created your branding and identity, you need to manage your online presence and ensure that it is consistent and coherent across all channels. This includes your website, social media, email, blog, and any other platforms where you interact with your customers. To manage your online presence, you can use tools such as Hootsuite, Buffer, or Mailchimp, or hire a digital marketing agency. You should also monitor your online reputation and feedback, and respond to comments and reviews.

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5 Update and evolve your brand

Finally, you need to update and evolve your brand over time, as your business goals, customer needs, and market trends change. You should regularly review your branding and identity and see if they still align with your vision and values, and if they still appeal to your audience. You should also conduct a brand audit and measure your brand performance and awareness. To update and evolve your brand, you can use tools such as Google Analytics, SurveyMonkey, or Brand24, or hire a brand consultant.

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Saranya Narayana Moorthy

B2B Sales & Lead Generation Strategist | Building: SEO Agency & Sales Generation Co. | B2B Sales Training, Consulting & Services
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Your brand should be a reflection of your personal Values. I was once a Maximalist. I preferred going Loud and diversified. So my brand colours signified a multitude of flashing colours. Now, over the last half decade - I have shifted my personal values towards Minimalism and have also narrowed down my offerings to my Zone of Genius and giving my clients only the needle moving strategies Hence my Brand has evolved with me as well. Here is a look of our current website lyan.digital

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6 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?

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Yeager P.

President and CEO ‐ Latin More Nation
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Short summary. I have found that there are many tools and resources available to help you create and manage your branding and identity. Some of these resources include toolkits, worksheets, interactive boards, courses, certificates, books, podcasts, communities, blogs, frameworks and insights. Companies can also leverage their website, social media outreach and customer data analysis with business intelligence (BI) tools to increase brand recognition.

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What are some of the tools and resources that can help you create and manage your branding and identity?

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1 Define your brand

2 Create your visual identity

3 Write your brand story

4 Manage your online presence

5 Update and evolve your brand

6 Here’s what else to consider

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