When you have a well-known brand, doing business becomes much easier. Take, for example, BMW or Coca-Cola. Simply mentioning the names causes millions of individuals all across the world to have an immediate perception and anticipation of what that company represents. The customer has an emotional attachment to the company's name.

You don't have to sell as long or as hard when you have a great brand. Customers are aware of your values prior to making a proposition.

Here's how to create a brand identity for your business that can help you sell more. There are also suggestions for customizing a brand personality toolkit to keep the brand alive and well.

Make a Personality Statement

A brand is a combination of the promise you make to customers and the customer's assessment of how effectively you deliver on that promise. A successful brand develops an emotional bond with customers, resulting in increased loyalty. Your logo, color palette, taglines, slogan, design components, and more are all part of your brand.

Consider branding to be your company's personality. Once you've defined it, the logo and other marketing messaging will fall into place.

To begin developing your brand, consider exactly what you sell and why people choose your product or service. Determine what you're promising to your customers. You might make vacuum cleaners, but what you're really selling is a better way to clean your house. You must also identify what makes your product more appealing to your target clients than the competition.

You may meet with one of the many non-profit small business advisory groups for help with logos and taglines. Collaborate with family advisors, coworkers, or friends to come up with taglines. Also, don't forget to do consumer surveys. You want to take advantage of how they perceive you.

Make use of brand tools

When you're ready, Publisher 2003 can assist you in creating the visual look of your brand personality quickly and easily. Publishers can also take on the role of a brand custodian by compiling all of their brand elements into a simple and cost-effective toolbox that you can use to store them.

Start with one of Microsoft Office Publisher 2003's 45 professionally created Master Design Sets. From newsletters and brochures to flyers, postcards, and business cards to e-mail and websites, each Master Design Set offers that uniform design aesthetic - coordinated colors, fonts, and layouts - for regularly used business publications. Use them as-is, modify the Color Scheme or Font Scheme, or further customize them to your liking. Key marketing messages and tag lines, company or product logos, graphics, colors, typefaces, product trademarks or names, and more can all be included in Publisher templates. Microsoft Office Word 2003 and Microsoft Office PowerPoint 2003 both have a lot of similar designs.

You might also wish to use Office Online to acquire new marketing templates or engage a design firm that specializes in small businesses to produce your own collection of templates in Publisher 2003. That way, you and your team can utilize and customize as needed while maintaining a consistent brand identity.

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Make a name for yourself

From the first point of contact with a customer until the final sale, you want the company's personality to be immediately identified. Make sure that all of your packaging, presentations, communications, and marketing materials have the same look and feel as the rest of your brand. 

Not just stationery or sales brochures, but your full range of advertising and promotional choices should have the same identity. This comprises everything, including news releases, e-mail signatures, trade show displays, and booths, store or office signs, banners and highway billboards, print ads, posters, and marketing for sponsored or charitable events.

Appoint a Brand Police Officer

Everyone on staff, from assistants to the CFO Company, should be educated about your brand and its tools. Otherwise, each employee, including the crucial sales team, may produce their own version, leading to consumer confusion. After you've put together the brand toolkit, each employee may access it and use whatever they need.

Even so, logos have a tendency to change shape over time. Someone builds a coastline along the water's edge with your sailboat logo floating on it. Someone else sketches the boat again, this time with the prow towards the sun. Your small sailboat is about to capsize.