Three things you need to know before developing your brand

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So what's in a brand? Your integrity. Your identity. Your soul.

Your brand must convey who you are and what you do while being cognizant of who your audience is. Your brand has to speak for your organization and be reflective of your corporate vision and mission. The right choice of colour, texture, graphics and text should be measured against a backdrop of your company’s history, competition, market conditions and customer expectations. Your brand, simply put, is an expression of how you want to be seen in the market.

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1. Know your organization

Knowing your organization, inside and out, means your brand will be reflective of who you are.

2. Know your competition

Knowing your competition ensures you will differentiate yourself from them and distinguish yourself as a high quality, superior, alternative.

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3. Know what you do and who you serve

Know what you do and who you serve to ensure your brand is reaching the audiences you intend with a look and feel they identify with.

There was a time when your brand hung on a sign outside your front door, was seen on billboards and in a newspaper add or two, and if you could afford it, television.

Today, your brand exists in an online environment that extends globally. Your competition is no longer just down the road, it’s across the planet. Doing business with far-off customers and local patrons is the norm and your brand must stand out in a world of constant competition.

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