Steps to a Solid Corporate Identity
Before deciding how to dress you need to understand where you are going. Creating a brand without knowing your market is like trying to dress for an event which you only know the time. It could be a black tie wedding or a night at a professional wrestling grudge match. You have no clue. How should you dress? Answering branding questions without market research presents the same quandary.
Once you understand your market and have crafted the ideal logo, color business cards and web site it then becomes paramount to have people actually see them. Without exposure, even the best sales copy is worthless. Your work does not end after leaving the business card printing shop.
Obviously important is to provide the promised product or service. If your brand evokes filet mignon while your product is hamburger you’re bound to end up with disappointed customers. This will kill repeat sales and create negative brand equity in the marketplace. Your product or service must match your branding and be suited to your target customer.
Do your research, create a great brand, and put out a conforming product or service. These are simple thoughts which will translate to a strong corporate identity.
