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A strong brand not only identifies a company in the mind of the consumer, but it creates a memorable link between what it is and what it does. It's true whether your business is a large corporation or a small, one-person show -- you need a good brand identity.
Consumers have a staggering number of choices today. When presented with so many options, people gravitate toward the familiar. Trusted names can boost sales, and their value is immense. That's why it's important to create a strong brand identity for your business. It builds credibility and loyalty, and differentiates your business from the competition.
What is brand identity?
A brand should evoke some emotional response in the consumer. Think of Prudential Insurance. This brand not only calls up the idea of wisdom and careful thought (or "prudence"), but also evokes stability with the image of the Rock of Gibraltar in the logo. A good brand should have this kind of subtext.
How do you create a brand identity?
Developing your logo and brand identity
Once you've determined the answers to these questions, take some time to look at the memorable identities and logos all around you. Look at Nike. The name is short and catchy, and was inspired by Nike, the Greek goddess of victory. The swoosh logo is simple, recognizable, and implies speed and forward motion. This is a good name, a nice logo, and a great brand ID.
The best way to get a logo is to have it designed by a graphic artist or design firm with experience in creating logos and brand identities. If you decide to create your logo yourself, you might be able to find a stock illustration or image that fits your needs. But this low-budget approach usually leaves a low-budget impression, and that's not what you want to communicate to your customers.
Make your brand identity consistent
You may also want to develop a style guide for the use of your brand. A guide will make sure that other people who handle your brand use it consistently. It should include the exact colors, typefaces, and design specifications for your logo and the way it should be presented in both marketing and internal documents.
Think about how your brand identity will be disseminated -- in direct mail pieces, ads, brochures, business cards, press releases, and so on. With proper forethought and the help of the tools below, your brand identity can help your business thrive.
Printing your own documents
The many benefits include:
Printing documents "in-house" is a powerful and flexible option for any small or startup business. You can endow your business with a professional identity that you can really be proud of.
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