The Anatomy of Your Business Brand

Your brand is more than just a name and a slogan. It shows who you are, what you stand for and what the purpose of your business is. A strong brand identity is what sets your organization apart from the competition and gives your customers a greater sense of loyalty. Let’s dive into what makes up a great business brand, so your company can maximize its connection with customers.

Your Platform

Before you start developing the visual aspect of your brand identity, you’ll want to establish the fundamentals of your organization. Ask yourself the following questions to clarify the essentials of your business platform:

• What is our purpose as an organization?
• What do we promise to deliver to customers?
• What sets us apart from our competitors?
• Why would customers choose to do business with us?

Your Logo

Once you have a firm grasp of the driving forces behind your brand, you can then explore how to represent yourself to customers. Your company logo serves as the face of your brand and is often the first impression that consumers have of it. To make the most of these impressions, your logo should be:

• There should be no question about who your logo represents.
• Keep it simple and avoid complex graphics. Remember that you only have a few seconds to get your point across.
• Avoid copying the logos of other brands. Instead, develop a design that sets your business apart.
• Leave a lasting impression on your customers by communicating your message in an iconic way.

Your Promotional Goods

Virtually every major brand uses a variety of promotional products to represent themselves to customers. It’s not about just slapping your brand visuals everywhere — where you place your logo matters. Keep the following points in mind when determining the types of products to brand, whether it’s t-shirts, banners or other promotional goods:

• Is this item relevant to my target market?
• In other words, would my customers use this?
• Is this in line with my brand values and purpose?
• Does this item clearly convey who we are and what we offer?
• Does the quality of this promotional good reflect the high standards of my brand?

By understanding the inner workings of a great brand, your business can connect with customers in a more profound and meaningful way. Clarify your platform, develop your logo and represent yourself with quality promotional goods — your brand will then be well-equipped for success!