A brand is much more than a slogan or an ad campaign – it is the sum total of how the public perceives your business or organisation. And, much as you might want to control it, at times it has a life of its own.
Your mission should be to shape and evolve your brand by making sure that you have a clear message which is delivered consistently. If you don’t have an overarching vision of what your brand is then you may well be promoting a confusing message.
- The first step is to define why people should choose you over the competition. This is called Brand Strategy.
- The next step is to create a Brand Identity for the business that reflects the organisation that you are aspiring to be.
- Finally, a Brand Guidelines document will help you to ensure that your messaging and visual identity remains consistent.