Brand identity. Your brand identity is made up of the visual elements that help communicate your brand. This includes your color palette , graphic design , logo , and imagery . These visual elements will make your brand easily distinguishable to new and existing customers.
Brand values. Your brand is about so much more than the products or services you sell; it’s also about the values that guide your business . Brand values are about how you conduct business with the world around you and the ethics you follow when doing so. They also touch on how you develop your products and what’s most important to you when developing them. Your brand values will communicate to customers that they can trust your products.
These core characteristics of your brand inspire emotional connection and loyalty in your customers. A study of consumer behavior by Akeneo showed that 52% of respondents are willing to pay more for products that convey their company’s brand values, and 82% are willing to spend 30% more. Customers want to know who you are and what motivates brazil mobile database your business. Build a strong company identity to drive your brand strategy forward.
Your brand purpose is your brand's reason for existing . It explains the unique value you have to offer and the impact your products have on the world. When developing and marketing new products, you can guide your decisions based on how those products fit into your purpose. To define your brand purpose, it may be helpful to think back to the origins of your business and identify the gap you originally aimed to fill.
Patagonia is known for its commitment to the environment, the outdoors, and a culture of appreciation for nature. Here’s how Patagonia defines their core brand values – “Build the best products. Do no unnecessary harm. Use business to protect nature. Not be bound by convention.