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Creating Your Identity

What is an identity and why is it important?

Even in the least expensive marketing collaterals such as door hangers, a business should be able to create an identity that can be recognized and remembered by their target as well as current clients.

An identity is what separates you from other companies in your industry. It’s what makes you unique and different, that your prospects and clients can quickly recognize you from the rest of your competition. Your identity is more than your brand. It is what helps your clients to distinguish right away why you’re different and how they can benefit from your offer.

Sadly, many businesses fail to mark their identity because they offer much the same services as that of the other companies. In fact, most businesses in the same industry often subscribe to the same qualities and methods that potential clients find it difficult to choose among so many.

Marketing campaigns even in simple collaterals such as door hangers would have a hard time convincing any reader if there’s nothing to distinguish one business from the other. In fact, rarely do potential clients seek a company’s service based on their experience and expertise. Because everybody seem to have the same qualities, target clients expect the same type of service in everyone regardless of their skill and knowledge.

An identity then can help you be distinct and separate from the field. It can then highlight your own qualities that can offer more benefits to your target clients.

There are 3 things you should know for you to establish a solid identity:

What are you known for?
Are you known for something unique? Have you had a record of success over the years? Are you engaged in a particular area in your industry? What’s your philosophy? Do you have awards or recognitions?

These things will help you establish a more solid reputation and identity that can get you a stable client base. These are special qualities that can set you apart from the rest. These unique characteristics can give you the identity you need to get ahead.

What should your readers know about you?
Your marketing plan will provide the idea of what your readers can expect from you. You might want to think about concerns and issues that your target clients are facing, and then provide solutions to these problems in your door hangers for example. By letting them know that you have the answer and how you’re qualified to solve them can help you shape a solid identity that your target clients will remember for years.

What makes you different?
This is the most important part when creating your identity. Why should your target clients distinguish you from the others? What makes you different? It’s not enough that you tell them that you’re the best and that you espouse quality service. You need to provide concrete examples of how you handled a particular case for example. Include also how your other clients have gained from the service you’re offering. By giving them specific illustrations of your unique qualities, you put more substance to your identity, as well as help your target clients understand the benefits you can give them.

Providing an identity for your business is the most challenging and often difficult part in the marketing process. But once you have a solid identity, your client base will definitely prosper and your ROIs will definitely be more than you expect.