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The American Marketing Association defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”.

Branding goes beyond a simple logo or slogan-it is all you do make your company stand out from others. You want your target audience to remember your name, logo or slogan.

However, it is important to make your brand consistent. Use the same color schemes for your logo, letterhead, and business cards. Your logo should stand out, but not in a negative way.

The objectives that a good brand will achieve include:

  • Delivers your messages clearly
  • Establishes your credibility
  • Connects with your target audience
  • Motivates the consumer
  • Creates consumer loyalty to your company

A strong brand is invaluable as the battle for consumers grows daily. It is important to research and invest into your brand. You want to be remembered. It’s a pivotal piece to your marketing communications with the consumer. Your brand extends to everyone: employees, the media and your customers. If these components don’t consistently reinforce your brand, customers will become disinterested. The negative impact of their perception, should they voice their opinions, could have a negative effect on your business. This can derail your company’s brand intentions.
On the other hand, brand consistency throughout all levels of the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales. The company is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable commodity.