Learn how to determine what your identity is and how to position it in this article. (Stock photo)

What do you think of when you hear the words “brand positioning” or “corporate identity”? When it comes down to it, your company’s brand strategy needs to be more than a catchy name and bold logo. You need to determine what your identity is and let that affect how you share your business with your customers.

Finding Your Corporate Identity

Brand positioning really starts with finding your corporate identity – how you want people to perceive your business. When people think of your company, what words do you want to come to mind? For example, what do you think of when you hear the word “Google”? Thirty years ago, you probably thought it was gibberish, but today as one of the leading search engines, Google is often used as a verb!

How do you find and develop your corporate identity? Start by asking yourself a few questions:

  • Where does your company sit within the market? Hubspot recommends the SWOT analysis – look at your Strengths, Weaknesses, Opportunities and T
  • What’s your company’s vision? This is a short statement (usually only one sentence) that explains what you want your business to become. Think about the value you offer your customers, what’s different about your company and where you want to be in five years.
  • What’s your company’s mission? This explains your business’ purpose in a simple, straightforward way.
  • What essence, or intangible emotion, do you want people to feel when they think about your business? Hubspot shares three examples of brands’ essences:
    • Volvo is “safe”
    • Disney is “magical”
    • Lamborghini is “exotic”
  • What’s your company’s personality? Is your brand lighthearted, serious, playful or matter-of-fact? This will guide the language on your website and content, your logo, the photos you use on your website or social media channels, how you dress for networking events, employee behavior and much, much more.

Positioning Your Brand

Once you’ve found your corporate identity, brand positioning becomes a lot easier. Keep your identity front of mind, especially when designing your website, social media accounts and content, business documents and other marketing collateral. Incorporating your identity into every facet of your organization will keep your brand consistent and easy to detect.