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Branding is used in all businesses, no matter the size or type, and it has been used for millennia as there is evidence that brands were used in ancient Egypt.  Branding is intended to identify goods and services and deliver the message that your business or product is the only one suitable for the client’s needs.

Logos are considered to be the most important component of a branding strategy. A logo provides your business with an image and should convey the message clearly. A simple, good looking logo will often be easier to remember than the name of a product. Make it unique so that it is easier for customers to remember it.  In today’s fast-paced global market it is critical to stand apart from the crowd. If your branding is consistent and easy to recognise then clients are more likely to choose your business again.

A good brand engages the attention of potential clients and connects with them at an emotional level; your company brand is not just a symbol but the picture that comes to mind when they require the service or product you offer. As great as you think your product is, there are thousands out there who are selling the same thing. Branding communicates what you are all about and makes this information meaningful to people; you can’t tell someone about a brand you can’t remember. A strong brand gives your business the advantage of being the first company to enter a person’s mind, and it is very well known that word-of-mouth is the most powerful form of advertising, which makes it critical that your brand creates a positive impact.

Technology allows you to showcase and advertise your business in an easier fashion. People tend to look at your website first for information about you.  Brand identity is created for an online world. Your website is the primary application and any brand must succeed as a dynamic web destination. Your website, your social media and your customer relationships are all part of your branding – the way your clients perceive you.  The most profitable companies in the world all have one thing in common – they have built a strong brand.

Brands are living things, they communicate and form relationships. How is your brand seen in the world and how does it communicate? Your concepts, ideas, messages and themes need to be included.  In a world where everyone wants to stand out, style is power. Style elevates you and sets you apart. It commands attention and respect. A Brand is not a product or a promise or a feeling; it is the sum of all the experiences you have with a company. A good brand helps people find what they need in you.

It is important to note that a good brand does not just “happen” – it is a well thought out and strategic plan.  Many new businesses neglect to spend the necessary time thinking about their brand and the impact it has on their business. It’s important to spend time researching, defining and building your brand. It is the foundation of your business and one you cannot be without. If  you create a strong brand that is easily accessible and memorable you will reap the rewards as your business grows and expands.

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