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Your business brand is so much more than just your logo. It’s your business personality. It’s how you represent your business to your clients and potential clients.
The logo is a symbol that identifies your business. It represents your business in a very simple form.
The brand is the emotional relationship your business has with clients. What people think and feel when they experience your business. This brand can then be used as the framework to base all of your marketing decisions around. It will help you make clear decisions and ensure your business stands out from the crowd.
The question is how do you create a powerful company brand?
Answering these questions is a good starting point. It’ll make you think deeply about your business and encourage you to look at your business from a different perspective.
Make it meaningful
What are the core values of your brand? These must underline every business decision you make.
Make it unique
At the heart of a powerful brand is uniqueness. People notice what is different about something, not what is the same. Be memorable. Be original.
Make it an experience
What does your client feel when they experience your brand? For example: security, playfulness, vitality. What emotions come to mind? Your brand personality must capture these.
Make it relevant
Is it relevant to your target audience? Is it desirable to your target audience? It’s what matters to the client.
Make it consistent
Your brand values and personality must consistently move across all marketing mediums, with every design detail, every word of copy, every business meeting, every social media update etc. Consistency is key.
Make it honest
Your brand personality must be believable and honest. Don’t promise what you can’t deliver. Your clients won’t believe you.
Make it last
You need a brand personality that lasts and is not a short-lived fad. Give it a solid base to stand on, one that will grow with your business.