What does brand clarity mean?
Brand clarity means nothing else than that your brand works as a whole. Every aspect of your brand from your design over your strategy to your brand experience is in alignment. In order to gain brand clarity, you need to get to the core of your brand and define its foundational elements. This includes your brand values, brand story, target audience, brand personality, and positioning.
Related post: The importance of a solid brand foundation
Why brand clarity is important?
Telling your brand story
The first thing people want to know about your brand is the story behind it. This story is what creates a connection between your brand and your audience. Storytelling is, therefore, a powerful tool. If you use it right, it helps you to influence your audience, build trust and hopefully make them buy your product. Getting clear on what your brand story should look like and how to tell it, is an important step in building a tribe of loyal fans around your brand.
Is your story aligning with your brand values and message? If not it might be confusing your audience rather than building your tribe.
Knowing your target audience
Brands which try to attract everybody often fail. Why? When your offer and marketing aren’t targeted it’s hard for your audience to make a buying decision. Knowing and understanding your target audience gives you the opportunity to focus on their needs. Do you understand your audience’s pain points and do you offer a targeted solution? If you’re not clear on who your target audience is, you might be attracting the wrong group of people. Those who don’t need and won’t buy your product. You’re losing out on a huge opportunity.
Related post: How to define your target audience
Defining your brand personality and style
People buy from people. The more human your brand is, the more it’s relatable for your audience. Assigning character traits to your brand is part of communicating the right message. And choosing your design style is just as important because it’s like your brand’s outer appearance. When a brand personality reflects a certain mindset, the audience can make a connection. Do you give your audience the feeling that they belong? Does your personality reflect what you want to be known for? If you create your brand without defining its personality you will find it difficult to stay consistent in your style. Without consistency, you can’t become known for something. Your brand isn’t memorable.
Communicating what sets you apart
In order to make a real impact with your brand, you need to find out what makes your brand special and you need to be able to communicate it. Are you doing what everybody else is doing? If you want to stand out, you need to dig deep into your brand foundation and find the tiny details that set you apart from your competition.
Once you start to gain brand clarity, you will see what huge impact this can have. Having the knowledge and understanding of your brand will give you a huge boost in confidence. When you aren’t clear on the points above brand messaging and communication will be hard. If you feel uncomfortable in situations where you need to talk about your brand and your offer, you know something needs to change. You should be proud of your brand and stand 100% behind it. Your audience instantly knows when this is not the case. If you’re not convinced, how do you want to convince others? Once you have the clarity, you can talk about your brand with ease.
Purpose and focus
Clarity and purpose go hand in hand. Brand clarity allows you to see the greater purpose of your work and gives you the opportunity to help your audience on a deeper and more personal level. Purpose, in turn, is essential to having focus and making decisions. In short, you will know what to do when and why you’re doing it.
Do you need brand clarity for your business? Start with one step. Get the exercise to define your brand personality!