Business Articles

Business Basics - Creating a brand identity

You see them every day: the products you use from companies you know and trust; your store can be like that to customers

By William J. Lynott
Published: September 14, 2012

Think of one of your favorite name brands. Whether it’s a professional product for in-store use or a favorite product for personal use, chances are you chose it because you’re comfortable with it; you have a mental image of that product and the company behind it. That’s what brand identity is all about.

Major companies go to great lengths to build and protect a unique brand image, because they know the marketing power of a positive brand identity, especially in a difficult economy. However, building a brand identity isn’t just for the biggest players. Even small businesses can enjoy the extraordinary marketing power of a strong business image.

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