Brand Matrix | How to Define Your Brand Identity The Visionary Chronicles

The Visionary Chronicles
CHRONICLE: September 2nd, 2021
Inspiration  "Brand is not a product, that's for sure; it's not one item. It's an idea, and it's a theory, it's a meaning, it's how you carry yourself. It's aspirational; it's inspirational..."
                                                                                    Wisdom from Kevin Plank, Founder UA
BRAND MATRIX | How to Define Your Identity
In my new PODCAST, I discuss how to define your Brand ID or checkup to see if your ID matches your original Vision.
A Brand Identity is driven by many different variables both inside and outside your company. These are defined and executed in a way where they are either Tangible on Non-Tangible. Each earned, each is authentic, and each variable carefully nurtured.
Many of these Brand ID variables are subliminal, meaning they are woven into the fabric of what is called your Brand, your Culture, your Beliefs, and your Products. These are why people gravitate to your Brand, the Lifestyle Factor, the Coolness Factor, the Premium Factor. Whatever the reason, these are variables that go beyond the product, providing an easier or more enjoyable Life for your Community, your Loyal enthusiasts.
So you must first understand how you want to be perceived and build a Vision around how the execute this perception. Finally, the perception must become a reality, as this drives the Passion inside the Brand and the inspiration outside your company. A passion for what you stand for, what you do, and what you create!
The structure of these Brand ID variables can be summed up in an ID Matrix which determines inside and outside perceptions against specific brand variables;
First, there are three levels of perception;
Inside
Inside/Outside
 
Second, there are three measurable variables against each of these perceptions;
Inside; Vision/Culture/Expertise
Inside/Outside; Communication/Promise/Persona
Outside; Value Creation/Community/Positioning
Each of these defined as;
Inside-Vision; The Pinnacle of Branding-What is the Vision, and is our direction matching this Vision? What is our driving Passion?
Inside-Culture; Does our Persona and Culture match our Vision for both Product & Lifestyle?
Inside-Expertise; What is our Core Competency, and are we Best in Class (Premium)?
Inside/Outside-Communication; How do we communicate? Is it Authentic, and does it provide Value to our Community? Do BS, do not waste time!
Inside/Outside-Promise; Are we fulfilling our Brand Promise? What do our Brand and we Stand for?
Inside/Outside-Persona; Who is our perceived Persona? Can we see this in Reality?
Outside-Value Creation; How are we making out Customer/Community's Life easier or more enjoyable?
Outside-Community; How are we Authentically engaging with our community to realize a better Life or Experience?
Outside-Positioning; How is our Brand perceived by our Community, our Ambassadors, or Loyal Consumers? Does it match our Vision?
Stay True, stay Authentic, be Different, be Great!
 Enjoy the Journey!
© All rights reserved, Bryan Smeltzer, 2021
 
Bryan Smeltzers Podcast on driving your brand forward, reinvigorating your passion, while continuing to maintain and sustain your Vision for long-term revenue growth.Discussions around disruptive strategies, and executable market drivers that provide a unique point of difference for you and your brand.
We discuss this along with other business strategy topics and pressing issues facing Entrepreneurs and Small Business Owners.
He is the author of The Visionary Brand, a book on how brands sustain and maintain their Vision over generations.Bryan is currently President of LiquidMind Inc., a  global brand strategy firm located in Southern California.
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