Establishing a Brand Identity

Establishing a Brand Identity

Once the domain of multi-million dollar corporations, the concept of branding is being embraced by individuals and small businesses as a means to distinguish themselves from the competition. It takes time and patience to develop an effective brand, both in the creation and the implementation phase. A brand cannot be created overnight; it is planned, maintained, groomed. But, if done effectively, the process is well worth the energy.

Simply put, a brand is the public image of a business, product or individual. It is reputation. It is a promise. When delivered consistently, a brand shapes consumers’ perceptions and expectations. A successful brand celebrates personality, honors values and embodies the spirit of the subject that it represents.

The objective of a branding strategy is to develop clear, compelling, consistent messages that are easily conveyed. A good brand contains messages that can speak to multiple audiences, including current customers, potential patrons and people who hold misconceptions. Yet, this needs to be delivered in a short, simple way.

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