Over the years we have seen many companies come to us who didn’t have a good concept of what their business identity was. 

We’ve seen this a lot in smaller companies where they make the mistake of thinking things like a “corporate identity” was something only large companies worried about.  But in reality every company large or small must project an identity if they want to succeed.

It’s really not important how you see your company but rather how your customers see you that really matters.  

So how do you start?

Developing a new brand or identity is about sitting down and identifying your business objectives.  

The first step is to prepare a detailed brief, including marketing information, research data, and historical backgrounds, together with details of special requirements, budget, and timescale. Most marketing firms are very experienced in creating reports like this and it will be very helpful when branding your business.

Once the project is detailed you can really start working on laying out a new brand.
A successful brand is made up of various elements. Branding does not just involve the company's name; it also includes the Logo Design and the overall company's image. More importantly, it conveys the corporate identity.

1. Stands the test of time - A successful identity will never go out of the mind of the people. Logos should be designed in such a way so that they can hold the image of a company forever.
2. Distinctiveness - Distinct logos are mostly successful. A glance at the most famous logos of the world shows that they all are similar in one way.... Distinctiveness.
3. Appealing to your customers - The logo must appeal to the general public. It should be properly tested before being launched.
4. Conveys the right image - The logo designer must find out what is the kind of image it is trying to portray. Is it the company's corporate image or a funky image?
5. Legibility - No matter what you do, if people don't understand your brand, then it will be ineffective.

It is very important for your company to establish its corporate identity and brand image.

Marketing works because many people become emotionally attached to brands. The key to remember is that it is not necessarily great customer service or innovative products that will bring new customers in the door. People make decisions to buy based on emotions - then they rationalize their decision.

Until next time;

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