Understanding your brand: the power of deep insights in building a compelling identity

In the fast-paced world of marketing and branding, it’s tempting to focus on the surface – the logo, the tagline, the colours. However, a truly successful brand is built on much more than aesthetics. At Glued, we believe in diving deep into the essence of your business, uncovering what really makes it tick, and using those insights to craft a brand identity that not only looks good but resonates deeply with your audience. This article explores our approach to building a brand that stands out in the crowded marketplace.

1. Walking in you and your customers’ shoes

Before we start any branding project, we immerse ourselves in your world. We don’t just ask you about your business; we aim to understand it from every angle. This means engaging with your team, your customers, and even your suppliers to get a full 360-degree view of your organisation. By putting ourselves in your shoes, and those of your customers, we gain insights that go beyond the obvious.

This approach allows us to uncover the true reasons why people choose your brand. Often, it’s not what you or even your customers initially assume. A simple survey might tell you how satisfied your customers are, but it won’t reveal the deeper motivations behind their loyalty. For example, they might choose your product because of the seamless buying experience, the friendly staff, or even the appealing packaging. These nuances are crucial in shaping an authentic and compelling brand story.

2. The importance of genuine feedback

Surveys can provide a snapshot of customer satisfaction, but they often lack the depth needed to truly understand the why behind their decisions. That’s why we go further, asking open-ended questions like, “Why did you choose this product?” or “What made you decide to work with us?” The answers can be surprising and are often the key to developing a brand proposition that genuinely resonates with your audience.

For instance, compliance might be a necessary part of your business, but what if the real reason your clients stay with you is because of the sense of security and freedom your compliance services provide? This is the kind of insight that allows us to craft a brand story that is not only true to your business but also deeply appealing to your target market.

3. Creating order from chaos: the brand development process

Brand development can sometimes feel like a chaotic process. There’s a wealth of information to sift through, from customer feedback to internal values. However, through careful analysis, patterns start to emerge. These patterns often align with core values that define what makes your business unique. It’s these values that form the foundation of your brand’s identity.

Our process involves distilling this information into clear, actionable insights. We begin by categorising the data into common themes, which are then refined into concise statements. These statements encapsulate the essence of your business – why it exists, how it operates, and what it offers that is distinctly valuable.

4. From insight to identity: bringing your brand to life

Once we’ve distilled your brand’s essence into clear propositions, we begin the creative process of bringing it to life. This involves looking at your current branding – what’s working, what’s not, and how it can be evolved or transformed. Whether it’s an evolution of your existing identity or a complete rebrand, the goal is to create something that is both visually compelling and true to the insights we’ve uncovered.

A successful brand identity is consistent, cohesive, and flexible. It should work across all touchpoints, from your website to your social media, and it should be something that your customers and employees can connect with on a personal level. This is where the visual and verbal elements of your brand come together to tell a coherent story – one that resonates with your audience and sets you apart from your competitors.

5. The formula for success: aligning promise and performance

A common pitfall in branding is focusing too much on the cosmetic aspects without considering how they align with the actual customer experience. If your branding promises one thing, but your service delivers another, you risk disappointing your customers and damaging your reputation. This is why we ensure that the brand we develop for you is firmly rooted in the reality of what your business delivers.

By aligning your brand promise with the actual customer experience, you not only build trust but also encourage repeat business and positive word-of-mouth. This alignment creates a virtuous cycle where your brand’s reputation grows stronger with every interaction.

6. The power of a clear brand proposition

At the end of our process, you’re left with a brand proposition that is more than just a catchy tagline. It’s a powerful statement that encapsulates the core of what your business is about. For example, in one of our recent projects with a compliance business, we moved away from the expected narrative of restriction and control. Instead, we identified that their true value lay in giving their clients the “freedom to innovate” within safe and compliant boundaries. This kind of clarity in messaging is what makes a brand not just memorable but also meaningful.

Conclusion: building a brand with purpose

In conclusion, building a strong brand is about much more than aesthetics. It’s about uncovering the true essence of your business and expressing that through a consistent, compelling identity. By understanding the deeper motivations of your customers and aligning your brand promise with the reality of their experience, you can create a brand that not only stands out but also stands the test of time.

At Glued, we specialise in helping SMEs discover and articulate their unique value. If you’re ready to take your brand to the next level, we’d love to walk that journey with you – one step at a time.