Branding

it's not HOW
you LOOK.

It's what

you do.

Start thinking of your business as if it were a person...

LOGO
The public face of your business is your logo.

Your logo is not your brand! It is a visual shorthand that allow people to quickly recognize your enterprise. And as with a face, it is instinctively viewed as likable or not. When evaluating potential logos—ask yourself: will it help people remember you? It becomes the graphic that you use on everything that relates to your business—visually reminding people who you are.

IDENTITY
Your appearance becomes your identity.

Even with a likable face, how you appear: neat, slovenly, dirty, clean—all contribute to your identity. So be consistent—in use of fonts, colors, and style throughout all you do and you will appear both organized and memorable. Build on your logo—or more accurately, build a logo that builds upon and compliments how you wish to appear. And be original—create a look and style that sets you apart from your competition.

BRAND
Your company culture generates what becomes your brand.

A brand is who you are. It is the “personality” that the world sees in you, and it includes all the interactions you have with the world (and not just with your customers). Through your words, services or products—you shape others' perceptions and judgments about you. Your logo is not your brand. If you want to gauge the importance of a brand think for a moment about BP after the Gulf of Mexico oil spill—their actions then still shape their brand now.

SO WHAT WORKS…  
in branding your enterprise

Be you—Authenticity when shaping a brand, builds on the real strengths and passions of your business.

Be relatable—Your company personality should be empathetic to and complimentary toward your clients/customers.

Be consistent—Consistency makes or breaks a brand by communicating a sense of how well your enterprise actually works.

Be reliable—Reliability is your reputation.