Branding and Brand Identity

brand identity enhances your competitive positioning A Singular Image Strengthens Your Corporate and Brand Identity

Branding, brand identity, corporate identity -- the value of a good name or brand is immeasurable.  Why?  When it works, a brand or corporate identity provides the prospect or customer with an immediate image of who you are and what you stand for, especially compared to competition. Just as your own name means something to friends, family and colleagues alike, so does a brand name.

One of the biggest misconceptions is that branding is a couple of ads or a logo plastered everywhere.

Nothing could be further from the truth!

To see what is meant by branding, think of a category of products, such as cars, detergents, or supermarkets, for example.  Now, think of all the brands within each category.  What kind of image is immediately evoked when you think of each brand?   Is it a good image? Bad? Why do you have such an image of this brand?

That's the value of branding as a potent marketing tool.

Every piece of marketing communication should reinforce the same image and message about your organization as well as your product or service.

Otherwise, you run the risk of confusing your target audience about who you are and what you stand for.

Consistency of Message and Tone
If you're using many forms of marketing communications, be sure the look and tone are consistent throughout all the pieces.

For example, don't be humorous in one piece and serious in another.  Or, if you use photographs as graphics in one communications, don't use clip art in another. Did you ever realize the impact of colors, fonts and graphics on your corporate image?

Finally, the image and message in your marketing and advertising campaigns should reflect the same message being conveyed by your sales force and other members of your organization. In fact, your image should be reinforced by your corporate culture.

What's Your Brand Identity?
Having a positive brand identity that distinguishes you from your competition can be a valuable marketing tool, both online and offline.  A sound branding strategy can also enhance your organization's goodwill.

At Tapper Web Consulting and Marketing, we have created successful brand identity programs, helping clients sort through the myriad of issues to zero in on the right image for them.

How can we help you find your brand?  Contact us today, and let's talk.


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