The first component of an effective brand strategy is identity: a simple straightforward factual statement about who you are and what you do.
Brand Strategy Building Blocks: Identity
And the really important part of building an identity statement is to understand that it isn’t designed just to inform, it’s also designed to introduce the critical conversations you want to have surrounding your organization.
For us at Cultivate, the simplest form of our identity statement is that we are a “brand agency committed to ensuring that our clients matter to the people that they serve”. This functions as a face value, straightforward statement of who we are and what we do. But it also introduces a few critical conversations that we want to have with prospective clients:
- What does it mean to be a brand agency?
- What does it mean to matter?
- How do we make sure that our clients matter to the people they serve?
All of these important conversations allow us to elaborate on who we are in a manner that’s appropriate for the situation. That way, we can adapt what we need to talk about based on the context, and the client, and not be locked into a rote script. It acts as a framework that allows every person on our team to talk about Cultivate in a way that is simultaneously individualized and consistent across the board.
Having an identity statement is a great start to building a brand, but by itself, it’s not enough. You have to push farther to build a deeper understanding of why you do what you do and what you’re going to stand for as an organization.