Set up your firm's values in order to improve your brand image

7 Ways to Improve Your Brand Image – 2023

“An image is the set of beliefs, ideas and impression that a person holds regarding an object.”

Set up your firm's values in order to improve your brand image

How to improve your brand image

Brand Image is the perception of your brand in the minds of the customers. Every brand consists of specific attributes, most of which are earned through their actions. Your brand image is developed based on your customer’s interactions and experience with your brand. Successful brands always strive to improve their attributes in order to attract the type of customer they want to serve in the future.

Here are some ways you could improve your brand image:

1. Set up your firm’s values

The most important part of branding is truly understanding who you are so that you can align all of your actions and your environment. Start by checking in with your core values so you could properly communicate them through your branding. The better you understand your firm’s values, vision, and other brand attributes, the earlier you will be able to achieve your brand consistency.

2. Define your business strategy

Narrow your target market by offering specialized services and serving a specific demographic. Your business strategy should be based on your unique value proposition (UVP). Your UVP should communicate why are you worth the attention. Inform your customers how will they benefit from your offer, how will your services solve their problems, and define what makes your offer different from the competition.

Define your business strategy in order to improve your brand image.

3. Improve your corporate culture

The foundation of your brand is your company’s culture and a starter media for communicating your brand values. As a key element of your firm’s branding, it reveals your uniqueness and defines the way people perceive your company. Every single person in your company is a brand ambassador so make sure everyone who works at your company knows what you stand for.

4. Meet your audience where they are

Expand your brand by addressing your target audience on the platforms they use with the message they expect to hear. Depending on your ideal customer image, identify your brand’s voice and align it with your core values. Don’t forget to update your website in the process, which should also be one of your highest priorities when it comes to your brand’s online presence.

Focus on the customer service in order to improve your brand image.

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5. Make a difference

The purpose of branding is to differentiate your service from other products in the marketplace and stand out from the competition. Bring something new to the table by providing solutions in a different way. Keep in mind that message you are broadcasting to the world must align with your values in order for your firm to be authentic.

6. Focus on the customer service

Customers like knowing what to expect from the interactions they have with your company. This means you need to deliver brand-consistent experiences all across your marketing channels while using your brand’s voice. Expectation leads to trust and trust leads you to success. When people know what to expect, they come to trust you. Consequently, they’re more likely to recommend you to their friends, family, and colleagues. As a result, your brand loyalty will increase along with your client base.

7. Think human

Consider your brand as a real person, but bigger. Think about the brands you remember- they are human and have real personalities. They leave an imprint in our hearts and minds because they reflect a part of ourselves that we didn’t think anyone else could see. Hence, strive to craft a unique personality for your brand.


Building a strong, recognizable brand will help you connect with your existing customers, sell to new ones and encourage loyalty and recognition. Like any other business task, successful branding requires careful planning and a detailed strategy. Find out more about the rules in law firm branding.

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All You Need To Know About Visual Identity


What Is Visual Identity?

Visual identity refers to a series of components that create your brand image. Specifically, it includes all of the imagery and graphical information that expresses your brand. Essentially, anything your customers can associate with your business forms your visual identity. This includes your logo, website, and email templates. Additionally, it describes everything customers can physically experience, from the packaging to the interior design of your office.

Ultimately, these components make your brand more recognizable, differentiate you from your competition, and help you build an emotional connection with your audience. Visual identity is most commonly outlined in a set of brand guidelines, or a brand style guide. The brand style guide includes detailed instructions on how your brand should be visually represented at all times and in any situation.

The Purpose Of Visual Identity Is To:

  • Create an emotional link with clients
  • Inform viewers about the purpose of your brand
  • Highlight the services offered
  • Convey the personality of the company
  • Unify the marketing and branding assets of the organization.
  • Convey the emotion you want your customers to feel when interacting with your services
  • Help convince your customers that your services can solve their issues

Visual identity VS. Brand Identity

In short, brand identity describes who your brand is on the inside whereas visual identity expresses who your brand is on the outside. If brand identity is considered the personality of your business, visual identity is the visible expression of that personality.

While visual identity is a part of your brand identity, it focuses on how your brand is visually represented. Accordingly, it requires a separate approach from brand identity, yet it needs to complement the brand. Ultimately, to maintain an authentic presence, both concepts should be closely aligned.


The Elements Of Visual Identity

Visual identity is essentially your brand’s visual language. Thus, it’s important to know that these elements are at the core of your visual identity:


In short, graphics are picture assets. These can be drawn or designed. Essentially, they are used to enhance your company’s identity. For example, they can make your campaigns more visually compelling. They can be as simple as forms and shapes or more complex, such as a logo, icons, or even full-scale illustrations or animations.

Color Palette

When used correctly, colors can generate some of the most powerful emotional responses in the viewer. Essentially, your brand should have a primary color (the main color), a secondary color (for the background), and an accent color (for contrast). Most importantly, the color palette should fit the emotion and message the brand wishes to convey. Ultimately, color can:

  • Differentiate your business. When choosing your brand color, check out the competition to see how can you alter from them.
  • Identify your business. Your brand color will become associated with your business. According to one research, color enhances brand recognition by up to 80%.
  • Guide your strategies. Colors affect people’s moods and attitudes. Thus, brand colors can influence people’s buying behavior.


Typography is the shape or styling of the text you use in your branding. Fonts play an important role in making an emotional impact on your audience. The font and the arrangement of your text affect your brand’s visual identity and the way it impacts consumers.

In terms of lawyer branding, it’s best to keep your typography simple. However, it’s also important to choose a typeface relevant to your brand personality. For the visual identity, consider the wordmark to your logo, a headline font, and a body copy font.

Additionally, when choosing your typography, remember to consider the basics of font psychology. Serif fonts are often seen as more professional and sophisticated, while sans-serif options are playful, modern, and youthful.


Imagery is similar to graphics, but it goes beyond basic shapes and icons. Specifically, it includes “captured” content, like photos and video content. Additionally, it represents the element most related to the target audience. Essentially, photography should fit with the rest of your brand identity, its colors, logos, and messaging.

For example, it can include photos of your services, team, workspace, and other things relevant to your business. Generally, your brand photography should be authentic, consistent, and unique to your company.

Imagery can:

  • Make your brand more relatable. Visual representation of your business can make consumers more likely to connect and engage with you, as well as relate to your business.
  • Optimize the first impression. It takes only 50 milliseconds for people to form a first impression. Hence, use high-quality photography to position your business as detail-oriented.
  • Increase engagement: Use your imagery to communicate your brand story. Facebook posts with images contributed to 87%of all engagements on brands’ pages. Tweets with images receive 150% more retweets than tweets without images.

Physical Brand Assets

Physical assets refer to the “offline” products which convey your image or identity. They can include the layout and design of a store, the uniforms, signage in offices, etc. However, they can also include printed leaflets, banners, and advertising tools for events and conferences. Ultimately, these material objects contribute to your brand’s visual identity.


A logo is a visual representation of branding. Additionally, it is a graphic symbol of your business and its identity. Thus, it should exist to identify your business. Ultimately, it ensures a professional visual presence that gives visual consistency and coherence to your business across all platforms.

Specifically, your logo should inform the graphics, color, and typography of the visual identity. Additionally, it should also include identifying materials such as business cards, letterheads, and cover images.

Technically, a logo is one of the visual identity components that can evolve as your business grows. Furthermore, it’s important to ensure your logo can work well across a range of assets, from your business cards to your email marketing.

Advertising Assets

Advertising assets include using visuals to actively reach out to customers. It can be in the form of flyers, brochures, billboards, tv, magazine or banner ads, and more. Ultimately, your advertising assets should create a consistent personality and image which helps to form relationships between you and your customers. Essentially, your visual identity should guide every promotional asset you design for your company. Whether you’re creating promo videos, or designing infographics for social media, your customers should be able to instantly recognize your brand essence.

Web Design

Digital design involves the space where consumers get to directly interact with your brand’s visual identity. Visual identity elements are often expressed through website images, interface color schemes and layout, social media content, animations, icons, buttons, and much more. Your website is one of the most important visual branding tools impacting your online presence. It showcases brand colors and images, highlights your personality through typography, and shows off your logo too.


Ultimately, your visual identity is one of the most important ways to ensure you can capture the audience’s attention. Additionally, it is a powerful tool for telling your brand’s story and making sure you connect with customers on an emotional level. Consequently, it will help you stand out from the crowd and convey important messages. 

Your brand identity is your business’s first interaction with consumers and it is, therefore, vital that it creates a positive and lasting impression. It can communicate a particular feeling or message without words if done effectively. Ultimately, it plays an essential role in branding, hence, it’s important to understand how to create a proper visual identity for your business.

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Brand Experience [A Short Strategy Guide]

Check out these easy steps to create and improve brand experience.


Brand experience is the sum of all the sensations, thoughts, feelings, and reactions individuals have in response to a brand. Thus, it embodies the lasting impression that remains after someone encounters or engages with your brand in any environment. Additionally, it includes thoughts, feelings, perceptions, and reactions to everything from direct marketing efforts to specific product launches.

Specifically, all these touchpoints are moments where the consumer can experience your brand. Technically, this experience is subjective and changes from person to person because each individual has different experiences and associations that the brand evokes.

Ultimately, brand experience is one of the most important concepts to strengthen brands before the public. Ultimately, it combines elements of user experience, customer experience, and brand identity all in one. Most importantly, it includes creating a sensory user experience in order to become memorable to consumers.

How To Create A Brand Experience Strategy

To start, ensure you have an understanding of your audiences’ wants and needs. Use your client persona during this phase to ease the following steps and appeal to your audiences. By connecting and engaging with the target audience, this strategy will help you convert brand awareness to brand loyalty. Hence, in order to stay competitive, you need to create a consistent brand experience across every channel.

Review The Current Brand Experience

To start, identify areas where your current experience isn’t meeting customer expectations. For example, use social media interactions and customer service calls to detect potential problems. These can help frame the foundation of brand experience strategy. Additionally, understand how senses influence buying behavior in order to create memorable and compelling experiences. There are a lot of tactics you can use, including the creation of a variety of effective product content.

Identify Areas For Improvement

Next, focus on the aspect of brand experience that could use a refresh or redesign. For example, you might choose to increase positive social mentions across specific channels such as Facebook or Instagram.

Employ multiple channels when crafting your brand experience.

Employ Different Channels

Although most brand experiences have some digital component, brand experience isn’t limited to one channel. For instance, you can create movies, books, or games alongside digital content like event information, research, e-newsletters, quizzes, and other online resources. Whatever you choose, use your channels to tell your story online and appeal to your audiences’ senses and personal narratives. 

Prioritize Personalization

While finding ways to tell your story, figure out how to be a part of your customer’s story. By prioritizing personalization in your brand experiences, you can achieve both of these goals and gain the trust of your customers. For example, think of using technology like artificial reality (AR) apps to help shoppers visualize how your service will change their lives. This level of personalization will help you communicate your story so that it fits into and enhances someone’s experience.

Track Results

Effective measurement follows to ensure your efforts gave results. Thus, track user views, reactions, and responses to social media posts along with the sentiment — positive, negative, or neutral. Additionally, explore and innovate by testing multiple strategies to find the one that resonates with your customer base. Consequently, you will be able to fine-tune your efforts to deliver ideal outcomes.


To conclude, the right brand experience makes the difference when it comes to many factors. By understanding where current efforts don’t deliver, prioritizing areas for improvement, and tracking engagement metrics over time, it’s possible to build a brand experience that boosts customer connection and encourages long-term loyalty. 

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Discovering Your Brand Values [A Simple Guide]

Check out this simple guide to discovering your brand values.


In short, your brand values are your firm’s non-negotiable core beliefs. They represent the beliefs that you, as a company, stand for. A strong sense of brand values builds morale within your company and increases brand loyalty. Additionally, your brand values guide your brand story, actions, behaviors, company culture, and decision-making process. Furthermore, they influence everything from whom your firm hires to how it provides services.

Essentially, brand values are a crucial part of your business. To gain customers who believe in your brand, you need strong core values that are well communicated to your employees, partners, and customers. As a result, they will deliver real engagement and direct you towards more powerful bonds with your target audience.

Ultimately, your brand values will guide your purpose, personality, and unique value proposition. Without a brand value proposition, you can’t hope to differentiate your company from your competitors. Moreover, it will help shape the culture and community of your brand, ensuring that you connect with your customers in a meaningful way.

Foundations Of Your Brand Values

Essentially, your brand values definition should be:

Memorable. They should be constantly represented by the things you do and say. To make an impact, they must be memorable enough for employees to embrace it and use it during customer interactions.

Unique. Your core values should be a unique reflection of your culture and identity. Discover what makes your company unique and make sure your core ideals represent your company in order to differentiate your values from competitors.

Actionable. Your brand value proposition will guide how your business works. Thus, when defining what matters to your company, choose an actionable language. If you want your company’s employees to live by these values, document them in a way that will prompt action.

Meaningful. If you want your core brand values to resonate with your customers, include things you’re willing to fight for. Most importantly, make sure they have deep meaning for you and your business.

Specific. Keep your promise short and use language that’s easy to understand. Your values should be clear, and straight to the point while still effectively conveying the desired ethics and emotions. Ideally, your primary customers will share your values and connect with your brand over them.

Timeless. While companies and customers can change with time – your brand values should remain consistent and strong. Hence, make your principles able to grow with you over the years, and maintain consistency.

Accessible. Your values must be easy for employees, partners, and customers to find. Thus, list them on the “About Us” page of your website. Moreover, put them in a centralized digital asset repository everyone can access and even print and put them in your office to increase visibility.

Here are the main benefits of claiming your brand values.

The Benefits of Brand Values

The brand values are essential to understanding how people view your company, and the services you offer. A powerful brand value proposition can provide a foundation on which you run your business, dictating everything you do – from the updates you share on social media, to the way that you shape your organizational structure.

Having strong core values can help your brand in many ways. For example, to connect with customers and employees. Additionally, when you identify and claim your core brand values, you separate yourself from the crowd. Consequently, you begin to create a community that your followers can join to feel a sense of power and belonging. As a result, you will get customers who believe in you not just for what you sell, but for what you do as a company.

Attracting New Customers

According to the statistics, 77% of consumers buy from brands that share their values. Additionally, your core values form the marketing narrative that fuels your brand’s storytelling. And researches shows that storytelling content is 22x more memorable than facts. Thus, it’s important to define and express your personality and values.

Improving Brand Experiences

The average consumer has 7 interactions with your brand before they make a purchase. Having clearly defined core values helps you stick to a central message that creates consistency across touchpoints. Companies with well-defined, consistent branding achieve an average 91% higher increase in customer retention rate than those without brand consistency.

Building Brand Loyalty

Loyal customers are key to long-term business success. They are 50% more likely to try new products and spend 31% more on your business compared to new customers. Essentially, clearly establishing core brand principles helps you maintain brand authenticity, which increases customer retention and lifetime value.

Increased Employee Engagement

Similar to customers, employees want companies to have core values, too. Multiple studies show that working for a company with values similar to their own has a significant impact on employees’ engagement and retention. Building a brand with strong standards and beliefs inspires teams to work together to grow a business that they’re proud of and passionate about.

Improving Operational Efficiencies

Defining your core brand values helps leaders and employees become more efficient decision-makers. Following the brand guidelines can align an entire team and improve the speed to market for product launches and campaigns.

Developing A Competitive Advantage

Communicating your values through marketing allows you to present your brand to the world in a way that resonates and forms deep connections with your customer base. When customers feel connected to brands, 57% increase their spending with that brand, and 76% buy from it over a competitor.

Learn how to discover and claim your brand values.

How To Discover Your Brand Value Proposition

Discover Your Strengths

To start, find words that describe what makes your company powerful and unique. If you want your brand values to help you stand out from the crowd, think about what you’re truly passionate about. Choose ideals that appeal to both your co-workers, and your customers, and start building a community based on them. Additionally, take a look at your brand story when researching the words for your core values.

Know Your Customers & Competitors

The most powerful brand values respond to an existing need in the marketplace. Rather than trying to tell your customers that they should feel the same way as you about a particular concept, find out what your customers already believe, and what they want to see from their favorite brands.

In other words, find out what your customers already associate with your company, and try to grow your brand values from that. They might believe you have exceptional customer service or the best quality service on the market.

Hence, innovate new ways to customize your customer experience, and advertise your efforts. Ultimately, work to appeal to people who purchase from your brand, encouraging brand loyalty. To build customer relationships, ask them questions like:

  • Why do you choose our services instead of our competitors?
  • What do you think we do well?

Their answers will give you insight into the things they value most and your brand’s key strengths. Next, include their needs and expectations, while considering the pre-existing solutions that your competition has to offer. Moreover, conduct a competitor analysis to find a gap in the market and better differentiate yourself from existing offers.

Maintain Consistency

Your brand value proposition should remain the same over time. While your logo, colors, and even your business name could change with time, the principles that you embody need to stay the same if you want to achieve brand loyalty.

When constructing your brand values definition, think about how you can simplify what you stand for into a few keywords and phrases that can act as guidance points for your business team. The more your team understands your values, the more they can ensure that you maintain a consistent brand image online and offline.


To conclude, your brand’s core values are at the heart of what your company is and does. They help you frame your brand story in a way that resonates with your target consumers. Moreover, they are incorporated into the look of your brand, marketing campaigns, and customer service.

By articulating what you stand for as a brand, you can attract better customers and employees that share your beliefs. In fact, studies show that organizations and employees who have shared values are 9 times more likely to experience exceptional customer satisfaction.

By working with branding experts to establish your brand values definition, you can ensure that you have a roadmap in place to guide your company through important decisions, and maintain the long-term loyalty of your customers.

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If you require guidance with your brand identity, contact us today.

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Brand promise is an important part of your brand identity. Click here to learn how to define and maintain it.

Brand Promise [What Is It & Why It’s Important]

Brand promise is an important part of your brand identity. Click here to learn how to define and maintain it.


A brand promise is a value or experiences your customers can expect to receive every single time they interact with your company. Usually, it comes in a form of a short statement that communicates what your clients can expect when working with you. Thus, it should be a timeless, permanent statement about the value your firm provides to clients.

Furthermore, it must accurately reflect the realities of what clients experience when working with your firm. Ultimately, it will reveal what can consumers expect from your brand across all touchpoints. Hence, it will inform every aspect of your company, from your message to customer service.

Being an important part of your branding strategy, your brand promise should remain constant as it grows and evolves. Fundamentally, it will serve to create your public image and connect with your customers. The more your company can deliver on that promise, the stronger the brand value in the mind of customers and employees. Essentially, a brand promise can be distilled into this simple formula: What you do for whom.

Why Do You Need A Brand Promise?

In short, your brand promise will tell your customer what they can expect from your service. Consequently, it will set their expectations on the quality of your services. Moreover, it represents a critical part of your brand identity.

In turn, this will ultimately set the value of your brand in a customer’s mind. Additionally, with your brand promise statement, everyone within your company can agree on what the brand represents. Furthermore, they can align their efforts to build your brand.

Foundations Of A Powerful Brand Promise

A Brand Promise should be:

  • Simple. Keep your promise short and use language that’s easy to understand. Consequently, this can make it clearer and more impactful.
  • Credible. Match the customer experience with the brand promise to maintain your brand’s value.
  • Unique. Your brand promise shouldn’t sound similar to others. Discover what makes your company unique and different from your competitors.
  • Memorable. A brand promise should impact every decision your company makes. Additionally, it must be memorable enough for employees to embrace it and use it during customer interactions.
  • Inspiring. An effective brand promise can help you establish a connection with your customers. However, be careful not to promise what you can’t deliver.
  • Aligned with your brand strategy. Create a brand promise that aligns with your overall brand strategy. You can do this by using the value proposition expressed in your brand strategy.
  • Focused. Narrow your promise to a specific value proposition or experience that customers can expect from your company.
  • Meaningful. A brand promise must be followed through with action. Be consistent and educate your employees about your brand message to ensure that your company keeps its promises to your customers. 
  • Measurable. For your brand promise to be effective, it must be measurable. If you can’t define what your promise means, you can’t measure it. If you can’t measure something, you can’t manage it.

The Most Common Types Of Brand Promises

Emotional: A promise appealing to emotion.

Action-based: A promise tied to a specific action.

Social: A promise based on ethical or social responsibility.

How to Create Your Brand Promise

A great brand promise reflects careful consideration, courage, and creativity. The bolder and clearer the better. The best brand promises are concise, challenging, and connect with consumers on a deep emotional level.

Identify Your Customers

The first step to creating a brand promise is to identify your customer base. Your customers can inform what type of language you use and what values you include. Thus, it’s important to define what group of people you serve. Accordingly, you will be able to meet their needs successfully.

Try to develop a customer persona, which can include demographic information, hobbies, interests, and other details that describe your customers. Additionally, determine what your audience wants from you and understand how they see your brand. For instance, ask them questions like:

  • Why do you turn to us instead of going somewhere else?
  • How do you see our brand?
  • What is the main reason you choose our brand?

This will help you empathize with their perspective, meaning that you will be able to see how your brand appears to them. You can use surveys and feedback forms to understand the customer’s views of your company. The gathered data will help you to craft a brand promise that reflects the experience you want to promote.

Identifying your customers is an important step when defining your brand promise.

Define Your Brand's Value

Another important step is finding your business’ value. During this step, try to identify exactly what your business offers that makes it different from your competitors. Define your service, its quality, price, and organizational values. Create a list of services, or experiences that your business offers and choose the best ones.

Product Category: Define the type of services you are competing in. If your brand spans multiple categories, then define the problem you are solving for people.

Quality: Define the level of quality people expect from your brand or service.

Price: Define the part of the market your company occupies. Choose between lowest cost, budget, mid-range, premium, or high-end.

Values: Define organizational values that are important for your customers. Consider corporate values such as environmentalism, product durability, excellence in customers, or evangelizing a lifestyle.

Keep It Simple, Unique & Inspiring

Your brand promise should be short and clear, something you can say in one sentence. Moreover, it should inspire trust and confidence. To start, answer the following questions:

  • What should my customers expect from me?
  • What does my company stand for?
  • Finally, what makes us unique?

Once you’ve gathered ideas and information, start creating your brand promise. Start by writing down your value proposition, and then form promises around it. You can also write several potential promises and choose your favorites. Additionally, use this formula to help you place all the phrases you came up with:

[Positioning + Vision + Value Proposition = Your Brand Promise]

Or, in detail:

[Your brand– serves -customer category– by providing -quality level–product category– at -price level- to -company values]

Get Feedback

After you write your brand promise, be sure to get feedback from stakeholders. Try to get specific insights on its length, language, and content. Additionally, use this feedback to make improvements to your statement and make the most effective brand promise possible.


To conclude, a brand promise is a statement that describes the value your brand delivers to customers. It can cultivate trust between a business and its customers, as it guides customer interactions. Thus, it should be a top priority when developing your brand identity. Without it, you will likely struggle to develop strong messaging to connect with your target audience.

Once you have it, it will become ingrained both internally and externally as your company grows. Remember to keep it up to two sentences and communicate what the customer expects from all services under your brand. As a result, your organization will create consistent experiences for customers.

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If you require guidance with your brand identity, contact us today.

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Brand Purpose [What Is It & Why It’s Important]

Check out these key steps to defining your brand purpose.

What Is A Brand Purpose?

In short, a brand purpose outlines why your company exists. It is the meaning behind your existence, an idealistic view of what you want to become to your audience. Ultimately, it aims to provide a choice for people who make buying decisions that support a way of life. A powerful brand purpose sets out a company’s intent to change the world for the better. Accordingly, it connects with consumers on a personal level.

Additionally, it should be results-focused, meaning it strives to overcome limitations and meet the highest possible standards. Creating a strong brand purpose gives you authority and greater meaning. Brand purpose is another way to get customers to reach for your product rather than your competitors. Furthermore, it can inspire loyalty and convince your customers to trust and relate to you.

The Benefits Of A Brand Purpose

  1. It adds value to the lives of customers and society
  2. Brand purpose sets your brand apart from competitors
  3. It provides a strong corporate culture

A well-thought-out brand purpose should have the customer in mind at every step. The end goal is to connect with customers emotionally, making your brand a more desirable selection. Brand purpose begins with your mission and beliefs and radiates out through company culture, and business decisions.

It also gives employees a greater meaning and significance to their work leading to better productivity and job satisfaction. Another way brand purpose is expressed is through marketing and advertising messages. Brands with a strong sense of purpose may reflect this in their sponsorship and partnership choices.

How To Discover Your Brand Purpose

Defining your brand’s purpose should be the first step your company takes even before the vision, mission, and values are crafted. When creating your company’s brand purpose, be certain it’s both authentic and sustainable.

To start, look at what the world needs, what your customer wants and what you offer. Be honest about what you are passionate about, and keep your target audience in mind throughout the process. Keep in mind if the purpose doesn’t match your service, it won’t appear authentic.

Moreover, consider the emotional connection your brand has with your audience. If genuine, your brand purpose will allow you to connect with clients on a personal level. Consequently, you will be able to inspire brand loyalty. This will create brand advocates who will recommend you to friends and family, securing repeat business.

Furthermore, review the reason why your brand exists. Ask yourself why did you start your business and what market gap were you trying to fulfill. Perhaps it can be to solve an existing problem or make the lives of your end-users easier. Consider how your brand or service makes a difference in the lives of the person who is using it.

Next, use your brand purpose to define everything your company does, from hiring to marketing. Knowing your brand’s purpose also allows you to understand how you can adapt to your target audience’s needs as they change.

If you already have a brand purpose but have realized it doesn’t match your brand or audience, change it. Customers expect brands to grow and change. Ultimately, coming up with a new idea is better than continuing with an unsuitable one. Thus, monitor your strategy and review it to ensure its continued sustainability, relevance, and success.

Communicating brand purpose is an important part of your brand strategy.

How To Communicate Your Brand Purpose

Next, let people know about it. Communicate your purpose in a way that engages and inspires your customers. For instance, use imagery and be consistent on all platforms for media communication, website, and print marketing. Additionally, build marketing campaigns based on your purpose.

Ultimately, how you use your brand purpose is important. It must be authentic, and transparent, offering a solution to the social, environmental, and political issues impacting the world. Understanding the values of your target market and maintaining authenticity in your brand’s purpose can build long-term customer loyalty.

When showing your audience how your brand is meeting their needs, be transparent about your products, your process, and your story. This will create a business-to-consumer relationship rooted in trust and ultimately drive revenue for your company.

The Main Types Of Brand Purpose

Jim Stengel divided these high-performing brands into five main categories of purpose:

  1. Eliciting Joy – exists to inspire moments of happiness. E.G.: Coca-Cola finds its inspiration in trying to influence moments of joy in day-to-day life.
  2. Enabling Connection – exists to bring peace of mind to everyday connections. E.G.: FedEx offers confidence and simplicity to people trying to make everyday connections.
  3. Inspiring Exploration – exists to empower creative exploration and open new experiences. E.G.: Airbnb tries to help people experience new things and open the door to new adventures.
  4. Evoking Pride – exists to epitomize a lifetime of achievement. E.G.: Companies like BMW exist to epitomize feelings of luxury and achievement.
  5. Impacting Society – exists to celebrate every woman’s unique beauty. E.G.: Dove wants to change society by celebrating the beauty of “normal” women.

However, your brand purpose doesn’t necessarily have to fit into one of these categories. Just remember that whichever purpose you choose, make it authentic. Your purpose can be simple, or complicated. However, it needs to inspire, and drive your company forward. Purpose-driven brands outperform their competitors on multiple levels. They achieve greater customer loyalty, and have more powerful marketing campaigns.

According to the statistics, the best-performing businesses are the ones driven by brand purpose. Consequently, those brands grew three times faster than other companies. Thus, the big part of becoming a powerful brand involves finding a purpose that can guide you.

Brand purpose does more than attracting an audience – it’s the key to motivating yourself and your employees. A great purpose should manifest itself in everything a brand does: from product development to customer experience, to how it should conduct its marketing. Hence, if you find your purpose, you’ll find the path to success.

What Is The Difference Between Purpose, Vision, And Mission?

The purpose is the ‘Why’ you exist. It is the ultimate reason your business exists in the marketplace.

Vision is ‘Where’ you want to get to. It is a destination of what you want the brand to be in the future.

The mission is the ‘What’  you should do to get there: These could be specific initiatives or tactics centered around product development, operational excellence, go-to-market strategies, or brand communications.

Values are the ‘How’ you will behave to get there.


Ultimately, as society progress, your brand purpose is likely to evolve with it. Being adaptable while maintaining authenticity is key to staying ahead in the ever-changing legal world. Designing a genuine, transparent brand’s purpose can be challenging, but the benefits will help your company grow in the long run. For instance, it will give your brand meaning and authority while showing customers that you are working with them to better their lives and the world we all live in. If you require assistance with branding identity elements such as defining your brand purpose, consult our experts for free.

We can help your business grow and progress.

If you require guidance with your branding, contact us today.

Fill in the application form below and schedule a free consultation with us!

Logo Design Process By Carmine Cloak

Take a look at how Carmine Cloak's experts do a logo design process!


Good logos convey the core tenets of an organization and what that organization does. Logos are usually the most recognizable representation of a company or organization. And with more information available to the average consumer today, logos also have to quickly and effectively communicate on behalf of their brand.

Our expert logo designers follow the principles of good logo design. Specifically, they will perform industry and client research, brainstorm ideas, and create sketches. Furthermore, we focus on understanding both the organization and its audience.

In the simplest terms, it comes down to understanding the client’s needs. For example, we start with questions and research. Next, we focus on creating and developing the concepts. Finally, we discuss the design with the client and expand it if needed.

Every phase has its own goal, process, and deliverable. We’ll outline why each phase is important, the series of actions or steps you need to take, and the final deliverable you’re working toward—which you’ll need for the next phase.

Design Process Phases

1. Discovery Phase- Getting To Know The Client’s Business

This phase is about getting to know the client’s business, its history, industry, competitors, and audience. During the discovery phase, we conduct branding exercises. For example, we make a detailed phone call or prepare a branding questionnaire for the client. That way we gather all the necessary information about the project. Most importantly, we determine what the brand is aiming for. Here are some of the general questions we ask our client:

  • If your brand were a person, what adjectives would you use to describe it?
  • What is your brand voice?
  • Which values are important to your brand?
  • What is your unique value proposition?
  • How do you want your customers to describe your brand?
  • What is your brand story?
  • Who are your top brand “role models?”
  • What do you want people to feel when they see your logo?
  • What will be the main use for your logo design?

Thus, defining the attributes of your brand is one of the first steps in the logo design process. Precisely, this will help our designers get an idea of your brand identity. Accordingly, designers will be able to fully understand the client’s company, its values, business, brand attributes, etc. From here, they can start brainstorming to distill this information into keywords and looks.

After the client has answered these questions, we summarize the answers in a brand strategy. This strategy will provide a general overview of your business. Furthermore, it will guide the next phase and help us outline the foundation for the logo design process.

2. Research Phase—Learning About The Industry & Competitors

Take all the information from the discovery phase and conduct further research to draw insights. Research is all about analyzing the industry in more detail, conducting visual research, and drawing conclusions. Researching the industry helps us better understand the client’s field. That way we can ensure that our solutions can work for them effectively.

During the strategy session, we start doing competitive analysis. Often, we conduct additional research to gain important insights. For instance, we check the competitor’s websites and evaluate their brand identities. Consequently, we take notes on their strong and weak points during this phase. Finally, we research what kind of logos competitors and industry leaders have.

From other logos in your industry, we can see what logo techniques work for your industry, what logo techniques are overused, what logo techniques are ignored, what kind of customers dominate your industry, etc. Accordingly, we look for ways that our design can still be recognizable while standing out. Once the designer has a solid, objective understanding of the field or industry, it’s time to get the best possible understanding of what the client does and who their target audience is.

3. Brainstorm Phase- Outlining Logo Design Directions

Based on the discovery and research performed, we start outlining your strategy for generating logo ideas. Precisely, we think through all possible design directions that would work for your brand. For instance, we explore a look or a style based on your brand persona. Additionally, we include your brand personality and tone of voice in the process to help us brainstorm ideas. We go over the best selection of font, color, and style for your brand.

Accordingly, we come up with the proper visual language that would complement your brand strategy. Furthermore, we create three mood boards and review them together with you. After discussing the possible solutions, we make some decisions on what direction should we proceed. By narrowing our focus with mood boards we can stay objective during the next phase. Hence, we can base our sketches on solid strategic understanding.

If you're interested to learn how a logo design is made, check out all of the phases of the process!

4. Design Phase— Creating Logo Concepts Based On The Strategy

Finally, we take all the considerations and inputs from the first phases. By now, we have a lot of criteria for what could and what could not work for our client. During this process, we focus only on concepts that can work effectively for our client. Accordingly, we start generating some logo designs. When creating a logo design, we strive to make it:

Simple –Simplicity is one of the key features of a strong logo design in the business world. In short, it should be simple so it can work effectively.

Versatile: It should be flexible in a wide range of sizes and media. In other words, it should be able to scale to different sizes without losing quality. For example, it should fit both on a business card, and signage.

Memorable – It must also be distinctive enough to be easily remembered. The challenge is to keep it simple while making it distinctive enough to be remembered.

Timeless: It should be designed to remain fresh even for 10 years. 

Relevant- The logo should be relevant in form and concept to the client and its industry.

Appropriate: In short, it should resonate with your audience.

Additionally, we consider both primary and secondary use-cases. Primary use-cases are your website or social media profiles. Your secondary use cases are printed marketing materials, recruitment, event banners, etc. Finally, we include mockups to make sure the image, words, and overall message translate across every medium. In short, mockups allow the client to figure out how will logo design be used in the real world.

5. Present Phase— Showing Logo Concepts To The Client

In the end, we present the logo designs within the proper logo presentation. Usually, we present the client with two or three solutions that can work for them effectively. Depending on the client’s feedback, we might still need to tweak a few things, combine elements of different concepts and polish the designs before the final approval. Hence, together with our client we review the advantages and disadvantages of each solution and arrive at a preferred logo design.

6. Delivery Phase— Delivering Logo Files & Creating A Style Guide

Once we have the client’s approval, it’s time to deliver the brand identity package. Specifically, this includes logo artwork and a style guide. In other words, it should include logo source files and a style guide that describes how to use that logo. Ultimately, your brand style guide will ensure your logo is used correctly.

In this package, we include basic variations of the logo, such as full color, black, white, and monochrome. Additionally, we deliver logo files for different use both in print and digital. Also, we inform the client about any commercial fonts being used in the logo or brand identity, just in case they want to design other applications in the future.

In the style guide, we specify other brand identity elements like color palette, typography system, photography style, perhaps illustrations, animations, and other elements. Depending on the client’s needs and budget, you can go from a very basic one-page style sheet to a more comprehensive brand guideline.


To conclude, the best logo designs are timeless and can grow with your company. Not only that, but they can convey a general idea to your audience of what your brand does. Great logos are the result of strategic thinking, exploring, and designing. Each aspect of the logo, such as shape, font, or color—can influence people’s perception of your brand.

Hire Experts To Do A Logo Design For You

With the right approach, we can create an effective law firm logo design for you that attracts more clients. When making a winning logo design, we always think about the best representation for your business in the crowded marketplace.

Besides that, Carmine Cloak’s expert team is here to educate your company so you can make informed decisions. Before hiring us, we schedule a free consultation to take a better look at your current situation and develop a plan according to your desires. If we agree that our services are the best fit for your firm, we proceed to educate, explain and help you make the right choices.

We can help your business grow and progress.

If you require guidance with your branding, contact us today.

Fill in the application form below and schedule a free consultation with us!

Click here to learn all you need to know about logo types.

All You Need To Know About Logo Types

Click here to learn all you need to know about logo types.


Essentially, all logo designs are a combination of typography and images. However, each type of logo gives your brand a different feel. Since your logo is the first thing new customers will see, make sure you get it right. To start, familiarize yourself with the seven types of logos:

Word mark

A wordmark, word mark, or logotype is usually a unique text-only typographic treatment of the brand’s name. Specifically, it is used for purposes of identification and branding. Ultimately, the brand’s name becomes the instant identification of the brand. Examples can be found in the graphic identities of the Government of CanadaFedEx, and Microsoft.

Additionally, it is a popular choice across the tech, media, fashion, and food industries. The organization’s name is incorporated as a simple graphic treatment to create a clear, visually memorable identity. Wordmark can include monogram variations for smaller spaces like social media profiles and favicons. Because of the simplicity of these logos, typography and spacing are extra important. Accordingly, the representation of the word becomes a visual symbol of the organization or product.

In most cases, wordmarks cannot be copyrighted, as they do not reach the threshold of originality. Registration of a wordmark provides broader rights and protects the wording of the mark regardless of its style. Thus, applications for wordmarks must include a Standard Character Claim: “The mark consists of standard characters without claim to any particular font, style, size or color.”

Wordmarks work perfectly if you:

  • Have a short, distinctive business name. For instance, one word would be ideal. However, if your name is longer or contains multiple words, consider a monogram or lettermark.
  • Are planning to use your logo across many different mediums, or on top of images and different backgrounds. A wordmark logo is easier to integrate across multiple platforms because you don’t have to worry about the legibility of a symbol. Furthermore, you don’t have to worry about multiple variations.
  • Want to use a bright, distinctive color or typeface in your logo. A strong wordmark doesn’t need other elements.
Word mark is one of the logo types you should know about.

Brand mark

Brand marks, also known as “pictorial marks,” are the graphic symbol in a logo. Specifically, these symbols are usually easily recognizable. Thus, they create an immediate connection in the minds of your audience. For example, when you see a scale you think of a lawyer. Hence, a brand mark is a supportive element that helps customers identify your brand at once.

When people see the brand mark, it should remind them of the unique characteristics of your company. Brand marks are popular among companies of all sizes from various industries. For a brand mark symbol to be effective, it needs to be unique enough to differentiate your company, while still evoking familiar feelings and ideas in your audience.

Creating an effective brand mark requires creativity, deliberate decisions, and attention to detail. To start, consider the following steps:

  • Choose a brand mark that represents you the best. An appropriate image can quickly change the way customers perceive your brand.
  • Make it easy to understand. Your clients shouldn’t struggle to figure out the message you were trying to communicate. Thus, convey your brand idea fast to get the customers’ attention and increase brand engagement.
  • Create a brand mark that is easy to memorize. Ultimately, your customers should remember your company and choose you over the competitors’ alternatives. Hence, it’s important to develop a straightforward design that communicates your brand message.
  • Ensure it conveys your identity. For example, select an image that represents your brand’s purpose and mission rather than an image that showcases your goods.
  • Be consistent. When you decide on the brand mark, use it consistently when communicating with leads and customers.
  • Think timeless. Create a classic brand mark that will be fresh even in 10 years. Thus, avoid using trendy fonts or today’s influential design trends.
Brand mark is one of the logo types you should know about.

Combination mark

In short, a combination mark combines both a symbol and a wordmark into one logo. Text and images or icons are incorporated to enhance your branding message. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated to create an image. Ultimately, they help clarify what a business is all about. Here are some reasons why you should choose a combination mark:

  • It tells a story about your organization and creates a memorable visual of your brand.
  • It offers flexibility for the use of either or both the brand name and/or the symbol.
  • A well-designed combination mark is effective with both elements together or separated. Additionally, it offers wider flexibility for branding and is, therefore, perfect for startups.

With a combination mark, people will also begin to associate your name with your pictorial mark right away. In the future, you may be able to rely exclusively on a logo symbol. This means you won’t have to always include your name. Also, because the combination of a symbol and text creates a distinct image together, this type of logo is usually easier to trademark than a pictorial mark alone.

Abstract mark is one of the logo types you should know about.

Abstract mark

An abstract mark is a specific type of pictorial or illustrated logo. It’s an abstract geometric form that represents your business. Usually, it comes in a form of diamonds, triangles, squares, lines, etc. Since it is generally geometric, it’s less recognizable too. However, it can make a unique impact on your brand. In short, abstract marks work well because they condense your brand into a single image.

However, abstract logos allow you to create something truly unique to represent your brand. The benefit of an abstract mark is that you can inform what your company does symbolically, without depending on the cultural connections of a specific image. Through color and form, you can attribute meaning and cultivate emotion around your brand. Therefore, an abstract mark logo can often be the best choice for a business.

Combination mark is one of the logo types you should know about.

Letter mark

A letter mark is also called a “monogram” logo. Monogram logos consist of letters, usually brand initials. With 2 or 3 words to remember, it uses initials for brand-identification purposes. Furthermore, a lettermark logo works well with brands with long business names. However, it’s also fantastic for brands with short names that want more concise typography. Hence, it may be used for a personal business or a corporation with stockholders.

Because it is a typography-based design, it often passes as minimalist and straightforward with bold letters. Additionally, these logos adapt quickly to different themes and concepts. In fact, it can complement any design that you want to incorporate with it. Consequently, you will get a versatile logo that still looks visually appealing.

Letter mark is one of the logo types you should know about.


Mascot logos are logos that involve an illustrated character that represents your company. A mascot can be more flexible than your standard symbol because their expressions and contexts can change. However, be sure to use a style that aligns with the message and emotion you want to communicate.

Often colorful, and always fun, the mascot logo is a great way to create your brand ambassador. Moreover, they are great for companies that want to appeal to families and children. For example, they can encourage customer interaction.

Hence, it can be a great tool for social media marketing as well as real-world marketing events. However, keep in mind you may not be able to use the mascot logo across all your marketing material. Specifically, a highly detailed illustration may not print well on a business card.

Mascot is one of the logo types you should know about.


Emblem logos include text inside a symbol. Emblems are also known as “crests,” and are known for communicating tradition and prestige. An emblem logo consists of font inside a symbol or an icon. For example- badges, seals, and crests. Moreover, they are often the go-to choice for many schools, organizations, or government agencies.

Ultimately, they lean towards higher detail, and the name and symbol are rigidly entwined. Consequently, they can be less versatile than the aforementioned types of logos. Accordingly, an intricate emblem design won’t be easy to replicate across all branding. For business cards, a busy emblem may shrink so small that it becomes too difficult to read.

Also, if you plan on embroidering this type of logo on hats or shirts, you’ll have to create a design that is on the simple side. Hence, keep your design uncomplicated to be able to print neatly across all of your marketing material.


Hire Experts To Do A Logo Design For You

With the right approach, we can create an effective law firm logo design for you that attracts more clients. When making a winning logo design, we always think about the best representation for your business in the crowded marketplace.

Besides that, Carmine Cloak’s expert team is here to educate your company so you can make informed decisions. Before hiring us, we schedule a free consultation to take a better look at your current situation and develop a plan according to your desires. If we agree that our services are the best fit for your firm, we proceed to educate, explain and help you make the right choices.

We can help your business grow and progress.

If you require guidance with your branding, contact us today.

Fill in the application form below and schedule a free consultation with us!

Law Firm Website Design Guide

When making law firm website design, it's important to include mobile friendliness in the process to maximize the optimization of your online presence.


Nowadays, potential clients are researching legal services online. Specifically, they want to make an informed decision when choosing a lawyer or law firm. Consequently, your website will be the first place they’ll visit to see if you’re the right choice. Thus, for your law firm to draw in new clients, an outstanding website design is a must.

Your website design should demonstrate your authority and expertise, as well as drive traffic and inquiries for your law firm. An authentic website design will help your law firm stand out, increases brand exposure, draws in your ideal client, and provides value to current and potential clients. By understanding the importance of a high-quality law firm website design, you can convert your visitors into leads.

Website Design Basics

To start, think about what type of website will work best for your firm’s needs, and what do you want it to look like. Moreover, consider what do you ultimately want to achieve with it. How much is best to spend on your law firm website may depend on the industry and practice area you work in. 

For example, if your law firm relies on word-of-mouth referrals and repeats business, you might only need a simple website including basic information to confirm your identity online. However, if there’s a need to stand out from your competitors, it might be worth investing more into your law firm’s website design.

Law Firm Website Design Principles

Law firm website design refers to the aesthetics of a website or the visual aspects involved in website creation. It includes the creation of the overall layout from images to text. Your law firm’s website design can heavily influence your online presence. Appearances impact how potential clients see you, and how they use your site to gather more information. In fact, your visitor’s first impressions are mostly design-related and only last 0.5 seconds. To achieve a great first impression using your website design, it’s critical to follow a few law firm website design principles. 

Unique Value Proposition

A unique value proposition defines the unique value you deliver to your clients that your competitors don’t. It outlines the reasons why your client should choose you and should be visible throughout your law firm website design. To identify your UVP:

  • Identify your target client’s main concerns. Use your client persona to discover their concerns. Ultimately, these will depend on your main service areas as well as the client you want to attract.
  • Define how your services solve these concerns. To start, list the benefits of your services instead of the features.
  • Position yourself as the provider of the value. Place your UVP at the center of your homepage and throughout your website.


Functionality refers to the interactive parts of your website and the process a client must go through to find the information they’re looking for. Around 75% of consumers admit to making judgments on a company’s credibility based on their website’s design. Hence, to avoid any negativity stemming from your website, start with simple functionality. For instance, use plenty of whitespaces and visual elements across the page to emphasize readability. Additionally, use headings in your text as well as easy-to-read typography. Ultimately, make sure to use good font sizes.

On-Site Navigation

Your website navigation should be easy to understand and follow. For example, each page title should say exactly what your visitors can expect from the page. Thus, place your navigation at the top of your website. For pages that have sub-pages, include drop-down menus tied to your main navigation. Next, include a sitemap- a visual map of the pages on your website.

This will ultimately help you boost your search engine optimization. Additionally, include a low scroll option so your visitors can scan through your website. Be mindful of the length of your website pages and keep scrolling to a minimum. Finally, add a search bar to help your audience find the information they need fast.

Check out our law firm website design guide to help you claim your unique online presence.

Mobile Friendliness

Around 85% of consumers think a company’s mobile website should be as good or better than the desktop. Google uses mobile-friendliness as one of the key signals for ranking in search results on any platform. Hence, improve the way your site appears on a mobile device to help them find you. Make sure your law firm website design is responsive and fits the screen size of different devices automatically.


Having an accessible website is key for connecting with potential clients. Consider technical ways to make your website accessible to people with low vision who may be using screen readers, or those with mobility concerns who may be using alternatives to a mouse. You can also make certain design choices, such as contrast checking the color of your text versus the background of a page, or considering colors for those who are color-blind.

Additionally, use alt text for your images. All images should include alt text so that screen readers can convey the image’s message to the user. Moreover, utilize headers to break up your content. Headers are used by screen readers for scanning, allowing them to consume the content faster. Ultimately, add a skip navigation feature. Include a skip navigation feature that enables screen readers to skip reading the big sections on your website. Finally, make sure links have descriptive names. In-text links should be descriptive, defining exactly what the user can expect from the next page after clicking the link.

High-Quality Imagery

Images can say a lot about your practice, hence, keep all images on your law firm’s website relevant and professional. To start, they should be of high quality and reflect your brand story. Additionally, it’s important to consider the image size too. Overusing higher-quality photos can have the potential to slow down your website. A slow mobile experience drives clients away, while a fast mobile experience can help attract them. You can check your law firm website’s site speed with Google’s Test My Site tool.

Hire Experts To Do A Website Design For You

With the right approach, we can create an effective law firm website for you that attracts more clients. By having an outstanding website, you can help convince them why they should hire you. When making a winning website design, we always think about how your target client would likely use your website.

Besides that, Carmine Cloak’s expert team is here to educate your company so you can make informed decisions. Before hiring us, we schedule a free consultation to take a better look at your current situation and develop a plan according to your desires. If we agree that our services are the best fit for your firm, we proceed to educate, explain and help you make the right choices.

We can help your business grow and progress.

If you require guidance with your social media marketing, contact us today.

Fill in the application form below and schedule a free consultation with us!

What is ideal customer profile and how to make it? Find out in our blog post!

Ideal Customer Profile: What Is It & Why It’s Important?

What is ideal customer profile and how to make it? Find out in our blog post!

What Is An Ideal Customer Profile (ICP)?

In short, an ideal customer profile defines the perfect customer for what your organization offers. In other words, it’s the customer that is most likely to want to buy your services. Additionally, this customer is also most likely to remain loyal and recommend you to others. An ICP describes the ideal customer you should be targeting with your marketing and to whom you should offer your services.

Accordingly, ICP has all of the qualities that would make them the best fit for the solutions you provide. If done correctly, an ICP can help define the problems you’re solving. For instance, align your service capabilities with customers’ needs, and assist in future service updates. In other words, it will provide you with guidelines on how to find a perfect lead.

What Is The Difference Between Ideal Customer Profile & Buyer Persona?

Buyer persona and ideal customer profile (ICP) are distinct terms that represent different ideas. Although their essence and purpose are different, they both describe your buyers. The ideal customer profile explains what companies and titles to target. The buyer persona describes how to target them. Additionally, they both include a set of guidelines you can use to qualify leads. Thus, for your sales and marketing efforts to succeed, you will need both.

An ideal customer profile is a picture of the type of company you want to sell to. In short, it’s based on the metrics. On the other side, the buyer persona is about psychology. This means it focuses on the needs of the individual you’re targeting. It’s a hypothetical description of the type of people at those companies involved in the purchasing decision.

Ultimately, the firmographics of your ICP will likely inform your buyer personas. Accordingly, you can use the core concepts of ICP to build your buyer personas. However, the personas should be defined by demographics such as role, job title, function, seniority, and income. Most importantly, you should understand their pain points and challenges and how your service solves those challenges. Additionally, use both ICP and buyer persona to be able to understand and reach them individually.

Do You Need Both?

While your ICP and buyer personas are different, they work together. They ensure you are talking to quality leads, creating content for the right audience, and providing answers to their questions. ICPs define who to target, while buyer personas layout how to best communicate with the individual.

To start, you should use your ICP to help when qualifying leads. Afterward, use your buyer personas to determine how to sell to the individual. Finally, revisit these profiles occasionally for they will change as you learn more about your buyers.

Why Create An Ideal Customer Profile?

An ideal customer profile is a great tool to help you identify the strength of a prospect. If a new prospect is an exact match for your ICP, then you should invest an effort in selling to them. Companies which have a slightly weaker fit with this picture may still be worth selling to. However, their sales cycle may be longer, the chances of success lower, and you should target them later and with less effort. If you don’t have an ICP, you can end up focusing too much effort on too many different parts of the market. Ultimately, the more you know exactly who’s going to buy from you, the better.

How To Identify An Ideal Customer Profile?

To identify your ideal customer, figure out the basics before choosing your strategy:

  • What customer type are your ideal customers?
  • What are they buying?
  • Where are they buying it?
  • What are they spending?
  • What other products might they be using?

Once you get a feel for these, you can use one of the following methods to find and identify your ideal customer.

How to write an ideal customer profile? Click here to find out!

How To Write An Ideal Customer Profile?

An ICP is highly customized to match the needs of your company for the highest benefits. Here are the crucial steps you should follow when creating the most effective customer personas for your ICP.

Research Your Target Market

To start, identify your best current clients then compile a list of the notable attributes they share. For instance, pick the ones that have stayed the longest with your company or settle for those that take the shortest time to convert. Whatever you choose, get as much information as possible on your existing clients to know the best ones. Once you’ve identified your company’s best customers, it’s time to work out why they’re such great customers. The simplest way is often to ask them.

Schedule a few interviews and demonstrate to them the value they will get from participating. Inform them in advance that the purpose is to improve the quality of service. During the interview, gather the answers to the following questions:

  • What is the number one thing that can increase their satisfaction with your service?
  • What makes them happy and sad about your service?
  • Where are they based, geographically?
  • What are the best and worst features?
  • What do they do?
  • How much cash do they have to allocate to services like yours?
  • What do they want to achieve?
  • What problem is your service solving for them?

The key thing you’re trying to figure out is what they all have in common. There are a million different ways you can approach them and look for similarities.

Identify The Common Attributes Of Your Ideal Customer

When evaluating your data, note the common traits of the perfect customers. Metrics that help you identify your ideal customer traits. Here are some metrics that might help you define your ICP:

  • Shortest sales cycle
  • Lowest customer acquisition cost
  • Highest customer satisfaction
  • The largest number of renewals
  • Most up-sells and expansions
  • Most referrals

Aim for 5-10 main attributes that define your ICP. After identifying the list of attributes, be specific and paint a picture of a perfect client. It is best to gather the characteristics from several sources. For instance, include tool-based analysis, surveys, etc. Create 2-3 ICPs at this point based on your current research.

Build A Behavioral Profile Of Your Ideal Customer

Once you are through with your research, combine the findings to create your customer profile examples. This profile should paint a detailed picture of the exact client for whom you are making a service. Thus, use their common traits, behaviors, or pain points, which will help you build the profile of your ideal customers. Accordingly, the ICP will guide your future sales and digital marketing efforts.

From your data, identify opportunities and challenges among your ICPs and have a plan for addressing the challenges. Furthermore, document how your service will serve your ICP and how you envision your future with your prospective and current customers. Be clear about your value propositions so that you can measure the way your service features will help clients.

Questions to figure out the final step during your ideal customer’s process information:

  • What kind of impression do you make on them? 
  • Would they know that they fit your ICP if they came to your website? 
  • Would they feel comfortable with you and your company?
  • What does the typical day look like for the typical user of your product? 
  • At what points are they getting frustrated and upset, and can you stop that from happening?
  • What economic, political, social, regulatory, and technological forces are acting on them?
  • What does the future hold for them? 
  • How do they acquire information and knowledge? 

Where might they go where you can reach them?


By the time you’ve finished developing the profile, you should have a really clear picture of the environment in which your ideal customer is operating. This includes the pain points they feel and the goals they are trying to achieve. All of which offers you everything you need to convince them that you hold the solution. Finally, apply your buyer persona and ideal customer profile in your sales and content marketing. Accordingly, use ICP at the beginning of the lead generation process. Moreover, use the buyer persona throughout every stage of the sales funnel journey.

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