Branding is the first step in a marketing plan.
People trust each other, personally as well as in business, especially if they share the same convictions. Customers want to identify with your organisation.
When people realise that they share important values with you it gives them that familiar feeling of belonging, which convinces them that doing business together is a good idea. Therefore, as an organisation, communicating ‘why’ you do what you do is much more important than communicating ‘what’ you’re doing. In addition, it’s important that your organisation acts on its identity in a consequential and consistent way. This creates trust.
The identity of your organisation underlies all your marketing and other activities. Think of your tone of voice and the use of colours. Consider the appearance of your employees and the message you share in your content. What is the identity of your organisation? Which beliefs and core values do you have? Who is your ideal employee? Which characteristics does he or she have and what behaviour suits your organisation? How do you consistently translate your identity into all of your actions and expressions?