a laptop showing someone who is working on logo creation

What is Brand Clarity?

Brand clarity is knowing what you do, why you do it, and who you do it for. A common issue is being all over the place and not focusing on a specific direction. You do not want to feel like you are lost. Brand clarity is not just a logo, mission statement, and customer profile. It is a relationship with the customer that allows for constant communication. It also helps inform the customer of your value proposition and why they should purchase your product or service. Brand clarity is all about the hero’s journey.

Hero's Journey

A hero’s journey is the story your customers follow that tells them where your brand will take them and how they will get there. The method is all about telling the story of your business to the customer in hopes they will purchase your product or service. The hero is essentially your ideal customer. They need to be able to picture themselves using your product or service to help them realize why they might need to purchase it.

A hero’s journey can be good or bad, but the goal is for the customer to have a great journey. In order to have a great hero’s journey, you need to know what the problem is that you are trying to solve. This is important because it allows you to interest the customers and show them how you will solve their problem.

Why is it Important?

Brand clarity helps your business grow by giving you a guideline. It helps you focus on what direction to take your brand. Knowing your core mission makes it easier to run your business. Brand clarity helps you differentiate your brand from competitors and solidify how your brand looks. With customers, it is all about getting a positive first impression because that will help customers decide if they want to purchase your product or service.

Steps to Achieve Brand Clarity

1. Understand yourself

You need to ask yourself why did I start this business? You need to figure out why your product or service will interest customers. Another good question to ask yourself is what your goal is. If you do not have a goal, how will you be able to appeal to customers to buy your product or service. After answering these questions you will be able to understand yourself better.

2. Understand your customer

One of the first things you need to do when starting a business is find your target market. You want to know what kind of product your customers want. This will help you mold to their expectations and be the best of your competitors. You do not just want to focus on the general population. It is important to understand your ideal customer because it allows for a deeper connection with you and your customers.

3. Find your value proposition

Your value proposition is what differentiates your business from others. It is what sets you apart from your competitors. This is key to running a business and achieving brand clarity because without it customers will resort to other companies’ products.

4. Brand messaging

Brand messaging is getting your unique value proposition across to the expected customer. This can be done verbally or nonverbally. The goal is to find the right brand voice that matches your business. The idea is to find the point where you and your customer meet up and align.

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Charlotte Kane
Charlotte Kane Undergraduate Student, The Ohio State University

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