How to build a brand that outshines your competition and grows your business.

How to build
a brand that
outshines your
competition
and grows
your business.

How to build a brand that outshines your competition and grows your business.

Read the article below, or click the play button to listen to the article.

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With so many similar companies, offering similar products and similar services at similar prices, all competing for attention - it can be a challenge to get noticed in today's highly competitive marketplace...

Whether you're trying to stand out from your competitors or attract new ideal clients, there is a lot of competitive noise right now...

With so many similar companies, offering similar products and similar services at a similar price,

all competing for attention - it can be hard to get noticed in today's highly competitive marketplace...

Whether you're trying to stand out from your competitors or attract new ideal clients, there is a lot

of competitive noise right now...

With so many similar companies, offering similar products and similar services at a similar price, all competing for attention - it can be hard to get noticed

in today's highly competitive marketplace...

Whether you're trying to stand out from your competitors or attract new ideal clients, there is a lot

of competitive noise right now...

Crafting a brand identity for your company is not just about creating an attractive, stand-out logo...

Brand identity is a powerful tool that helps you shape your future, and achieve your business goals - be it selling more products or services, creating influence, attracting more high-value ideal clients, gaining wider awareness, getting more subscribers, or building trust and loyalty.

Ultimately brand identity is a driving force for new, and repeat business - a study by Nielsen's Global New Product Innovation Survey found that 59 percent of consumers prefer to buy new products from brands they know, and 21 percent say they will purchase a product, if it comes from a brand they like.

Crafting a brand identity for your company is not just about creating an attractive, stand-out logo...

"If you are not a brand,

you are a commodity."

Philip Kotler

"If you are not a brand,

you are a commodity."

Philip Kotler

"If you are not a brand,

you are a commodity."

Philip Kotler

7 profitable benefits of a strong brand identity

Brand identity increases business valuation. In the annual ranking of the world's top brands by Business Week, it was reported that when Jaguar was sold to Ford, Ford's accountants said that over 80% of the purchase price was made up of the Jaguar brand.
Brand identity increases top-of-mind positioning. The highest ROI you can achieve comes from owning the undisputed top-of-mind, brand leadership positioning - a position of brand superiority.
Brand identity increases sales. When people consider purchasing a product or investing in professional services, a well-designed brand identity can make their choice easier.
Brand identity improves your sales cycle. Companies with weak, or unknown brands face a never-ending uphill battle for sales - however, those with strong memorable brands, attract higher numbers of inbound inquiries and require less lead generation efforts.
Brand identity increases employee morale. Brand identity attracts better employees, who are proud to be part of a brand. While companies with badly designed, or no branding, spend more on hiring and training their staff.
Brand identity increases recognition and loyalty. Psychologists have shown that brand identity familiarity induces liking. Economist John Kenneth said “Faced with the choice between changing one’s mind, and proving there is no reason to do so, almost everyone gets busy on the proof.”
Brand identity differentiates your company from your competition. It's no coincidence that we live in a world of brands. Great brands are loved beyond all logical reason - they boost profits in any economy.

7 profitable benefits of
a strong brand identity

Brand identity increases business valuation. In the annual ranking of the world's top brands by Business Week, it was reported that when Jaguar was sold to Ford, Ford's accountants said that over 80% of the purchase price was made up of the Jaguar brand.
Brand identity increases top-of-mind positioning. The highest ROI you can achieve comes from owning the undisputed top-of-mind, brand leadership positioning - a position of brand superiority.
Brand identity increases sales. When people consider purchasing a product or investing in professional services, a well-designed brand identity can make their choice easier.
Brand identity improves your sales cycle. Companies with weak, or unknown brands face a never-ending uphill battle for sales - however, those with strong memorable brands, attract higher numbers of inbound inquiries and require less lead generation efforts.
Brand identity increases employee morale. Brand identity attracts better employees, who are proud to be part of a brand. While companies with badly designed, or no branding, spend more on hiring and training their staff.
Brand identity increases recognition and loyalty. Psychologists have shown that brand identity familiarity induces liking. Economist John Kenneth said “Faced with the choice between changing one’s mind, and proving there is no reason to do so, almost everyone gets busy on the proof.”
Brand identity differentiates your company from your competition. It's no coincidence that we live in a world of brands. Great brands are loved beyond all logical reason - they boost profits in any economy.

7 profitable benefits of
a strong brand identity

Brand identity increases business valuation. In the annual ranking of the world's top brands by Business Week, it was reported that when Jaguar was sold to Ford, Ford's accountants said that over 80% of the purchase price was made up of the Jaguar brand.
Brand identity increases top-of-mind positioning. The highest ROI you can achieve comes from owning the undisputed top-of-mind, brand leadership positioning - a position of brand superiority.
Brand identity increases sales. When people consider purchasing a product or investing in professional services, a well-designed brand identity can make their choice easier.
Brand identity improves your sales cycle. Companies with weak, or unknown brands face a never-ending uphill battle for sales - however, those with strong memorable brands, attract higher numbers of inbound inquiries and require less lead generation efforts.
Brand identity increases employee morale. Brand identity attracts better employees, who are proud to be part of a brand. While companies with badly designed, or no branding, spend more on hiring and training their staff.
Brand identity increases recognition and loyalty. Psychologists have shown that brand identity familiarity induces liking. Economist John Kenneth said “Faced with the choice between changing one’s mind, and proving there is no reason to do so, almost everyone gets busy on the proof.”
Brand identity differentiates your company from your competition. It's no coincidence that we live in a world of brands. Great brands are loved beyond all logical reason - they boost profits in any economy.

"The way a company brands itself

is everything – it will ultimately decide

whether a business survives.”

Sir Richard Branson

"The way a company brands itself is everything – it will ultimately decide

whether a business survives.”

Sir Richard Branson

"The way a company brands itself

is everything – it will ultimately decide

whether a business survives.”

Sir Richard Branson

Features of brand identity

Establishing Brand identity forms a solid foundation for growing your business and revenue - it can be a daunting task to take on, but with the right guidance you can successfully move through the process.

When you create a brand identity for your company, you are building a toolbox of visual assets, that will help you distinctively communicate a variety of interdependent applications (web, pdf documents, advertising, print, etc).

Features of

brand identity

Every cohesive brand identity requires these core elements:

• Distinctive Logo

• Typographic styling

• Palette of brand colours

• Brand Guidelines

• Visual elements (Photography, illustration, etc.)

"Your brand is the single most important investment you can make in your business.”

Steve Forbes

"Your brand is the

single most important investment you can

make in your business.”

Steve Forbes

"Your brand is the single most important investment you can

make in your business.”

Steve Forbes

How to build brand identity

Whether you are building a new brand identity from scratch, or rebranding your business, you need to approach your logo design strategically, so that you build a well-considered strong identity, that reflects your business and positions for better business results.

When crafting a strong brand identity, you need to think deeply about the design and positioning - ensure that you choose the right creative team who are highly experienced in brand design, iconology, symbolism, typography and have an in-depth understand how influence and the psychology of colour works.

To create a winning brand identity, follow these steps.

Step 1

When you're building your brand, you should ask yourself the following questions:

Who is your audience? Who are your targeted ideal clients?
Who is your competition? Who are your top 5-10 competitors?
What are your key differentiators? What unique value / reward, do your clients gain when they purchase your product or service?
What is your brand personality? How do you describe your brand?
What is your brand vision? What future do you want to create? What does your ideal future look like?
What is your brand mission? What are you here to do? How do you create that future?
What are your brand values? What do you stand for? What do you stand against? What principles guide your brand?
What is your key brand messaging? What are your unique selling points or messaging?
What is your brand tagline? How do you sum up, what you do in one sentence?

How to build brand identity

To create a winning brand identity, follow these steps.

Step 1

When you're building your brand, you should ask yourself the following questions:

Who is your audience? Who are your targeted ideal clients?
Who is your competition? Who are your top 5-10 competitors?
What are your key differentiators? What unique value / reward, do your clients gain when they purchase your product or service?
What is your brand personality? How do you describe your brand?
What is your brand vision? What future do you want to create? What does your ideal future look like?
What is your brand mission? What are you here to do? How do you create that future?
What are your brand values? What do you stand for? What do you stand against? What principles guide your brand?
What is your key brand messaging? What are your unique selling points or messaging?
What is your brand tagline? How do you sum up, what you do in one sentence?

Step 2

One of the most important steps in branding or rebranding is a comprehensive brand audit - in the following steps of the audit, you will evaluate your existing brand identity and also that of your competition.

A brand audit gives you a clear picture, of the biggest opportunities to improve your business. It also identifies how to best communicate your brand with your ideal audience, so that you differentiate with impact and influence, and generate results for your business.

Your brand identity

Does your current brand identity:

Reflect on your brand personality
Communicate your brand values
Differentiate your brand from the competition

"Branding is not just about transcending the competition. It’s about being perceived as the

only solution to your ideal client's problem."

"Branding is not just about transcending the competition. It’s about being perceived as the

only solution to your ideal client's problem."

"Branding is not just about transcending the competition.

It’s about being perceived as the

only solution to your ideal

client's problem."

Step 3

Competitor analysis:

Find out what shapes/imagery/metaphors your competitors use in their brand identity
Examine what typefaces your competitors use. Do they use a modern, traditional, serif, sans serif, light, regular, bold, or italic font
What presiding colours do your competitors use
Do your competitors use bespoke commissioned photography or stock photography

Undertaking a brand identity audit will give you and your team the feedback you need to lay the foundations for a strong brand identity, influential positioning, and persuasive messaging, that gives you an unfair competitive advantage in any market.

If you don't have the right resources to take on a brand identity project, or if you are feeling overwhelmed at the thought of what's involved, let's talk - We'd love to help you - profit from our 30 years specialised expertise in building brands, for national and international companies and brands of all sizes.

Add your details to the form below, to download the complimentary brand identity toolkit.

Step 3

Competitor audit:

Find out what shapes / imagery / metaphors your competitors use in their brand identity
Examine what typefaces your competitors use. Do they use a modern, traditional, serif, sans serif, light, regular, bold, or italic font
What presiding colours do your competitors use
Do your competitors use bespoke commissioned photography or stock photography

Add your details to the form below, to download the complimentary brand identity toolkit.

Written by
Dave Newton

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