In this installment of our eBay Elevate webinar series, award-winning brand strategist and personal performance coach, Aarti Parmar, explores how to establish a clear and strong identity for your brand.

Establishing a brand identity

A clear brand identity is vital to building a strong online presence, attracting the right customers for your business and differentiating yourself from your competitors. In this 30-minute webinar, award-winning brand strategist and personal performance coach, Aarti Parmar, explores the key elements of a strong brand identity and how to ensure this runs through every part of your business.

If you missed it, fear not! You can watch the webinar now, which explores:

The importance of a brand

The whole point of a business is to sell products and services—and one of the ways to do that is to have a strong brand identity. Creating communications, an ethos and a sense of personality can improve your business growth. These key points also help people to get to know your business, while enabling customers make clear decisions when buying from you. Ultimately, it creates more choice and distinguishes you in an already noisy market.

5 ways to establish your brand identity

1. Discover and define your brand—Go beyond selling your products and services by really understanding what your brand stands for.

2. Know your target audience—This is key to developing your business. Recognise who you’re seeking to influence and refine your products and services.

3. Create ‘on brand’ visual identity and messaging - Once you’ve defined your brand, it’ll be easier to come up with a logo and colour palette, which will marry into your tone of voice, brand phrases and photography.

4. Communicate intentionally and with certainty - Consider all touchpoints and figure out if there is a seamless connection with what your brand is saying. Find consistency in your imagery, messaging, bio packaging and more.

5. Belief (and lots of it) - If your brand isn’t clear on the inside, it won't be clear on the outside. Build confidence in yourself and stay dedicated—this is what will drive your belief in your business.

Follow this checklist to establish your brand identity:

1. Clarify—Discover and define.

2. Create—Design and develop.

3. Communicate—Promote and grow.

4. Repeat.

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