You may be in a service business, a retail business, a manufacturing business, or even a consultative business such as a professional accountant. Every business has customers and each of those customers conduct a transaction with your business. Everytime a transaction or sale is recorded through a customer interaction, the customer has indicated to you that they have some obtained some intrinsic value in exchange for a fee. That intrinsic value is impacted by a whole lot of big identifiable things: the way they were treated by the people in the company, the effectiveness of the service or product, the price that they paid, the post-purchase experience (customer service or support). The intrinsic value or the perceived value by the customer is also strongly impacted by a major unidentifiable thing: your brand!
Let's look at the Elements of your Brand's Identity (from allaboutbrnading.com)
Brand Personality. Expressive characteristics that help breathe life into a brand and give it a distinct presence-behaviorally, graphically and verbally. In addition to specific attribute descriptions, some methods for characterizing personality as a package include brand persona (describing the brand in terms of a person who serves a specific role to others), brand archetype (a classic personality type rooted in psychology and mythology), and brand personage (typically a well-known individual who serves as a real-world model for the personality and behavior of the company or product).
Business Name. The name of an organization and/or product offering. Depending on the brand strategy and architecture, different types of names could be appropriate: descriptive (of functions or places), eponymous (named for some person), suggestive (recognizable and relevant), arbitrary (a known word taken out of its normal context) or fanciful (unique fabrications).
Your Logo. A company's or product's logo can be thought of as its "flag": distinctive, memorable, and signaling value and allegiance in the brand it represents. Types of logos include logo marks (graphic symbols), logotypes (symbol and name combined in a specific arrangement) and word marks (consisting primarily of type, focused on typographic style and emphasizing the name rather than graphic symbolism).
A Company Tagline. The tagline, often referred to as a "slogan," is a short verbal phrase that can serve a number of purposes: it can provide descriptive information to define the company's business or the product's function; it can define the kinds of customers the company or product serves, or the benefit it provides; it can inject "attitude" to express a distinctive personality and approach to the world. The tagline typically has a predefined spatial relationship to the logo.
Ready to Use Digital Assets. Assets are the collected set of key identity elements, typically in the form of ready-to-use electronic design files. They include logos, type fonts, color palette, and libraries of distinctive graphic images such as photos, product images and illustrations.
Take their online test on how much value your brand has at:
http://www.allaboutbranding.com/index.lasso?page=11,53,75
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