Define Your Unique Brand Identity in One Sentence
Can you explain your brand identity, meaning your brand position, purpose, promise and image, in one sentence?
If you can, that’s great. It means you have a clear definition of your current brand identity.
If not, you need to take some time to define your brand so you can consistently communicate your brand message across all of your customer touch points.
If your one sentence brand identity was included on your marketing piece or business card and your company name were switched with another, would it matter? Would your brand identity sentence work just as well on that other company’s materials or business cards as it does on yours?
If it does, then that’s great.
If it doesn’t, then you need to think about changing your brand strategy. Your brand should be unique to your business or product. No other company or product should be able to use your brand identity sentence. If they can, then your brand is not differentiated enough from the myriad of other businesses and products on the market.
Take some time to think about your brand and its uniqueness and make any necessary changes now. You’ll reap the rewards in the short and long term if you do.
Tags: Brand Message, brand promise, brand purpose, Brand Strategy, brand-identity, brand-position, Branding, market position, MarketingRelated Stories
POSTED IN: Brand Image, brand, brand promise
4 opinions for Define Your Unique Brand Identity in One Sentence
Kristen King
Apr 10, 2008 at 3:52 pm
I think of my brand identity and my business tagline as being interchangeable. Is that right? I don’t know. You’ll have to clue me in! But here it is: “Talk is cheap. Good writing is priceless.”
And that’s for Kristen King Freelancing (www.kristenkingfreelancing.com), btw.
Kristen
Susan Gunelius
Apr 10, 2008 at 6:40 pm
Kristen,
I think it’s very possible that a tagline can effectively communicate a brand message. Can it encompass your entire brand identity? It’s possible, but I wouldn’t agonize over trying to get your complete brand identity into a short tagline.
Is the tagline you’ve been using something that is unique to your business or could any other writer use the same tagline? If any other writer can use it, then I don’t think it communicates your brand identity nor does it differentiate your business from the myriad of similar businesses out there. Your brand identity should reflect your brand position in the market relative to other products or services available. Your brand identity should communicate your brand image and promise. Your tagline should be an extension of that image and promise - a succinct phrase that delivers your best brand message.
Kristen King
Apr 10, 2008 at 6:50 pm
Susan,
Well I didn’t really intend for them to be synonymous, but right now that’s kind of how I see them. This is really helpful. I’ve been really thinking about what my brand IS, and I’ve kind of defaulted to the tagline because it works, but it can’t be the whole thing. Hmm…
Kristen
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