Branding presents challenges to companies of all sizes

• Decide what sets the company apart from competitors. Is it location, a particular product, a specialized service, low prices or other strengths? How do customers currently perceive the business, and is that image one that should be built on or discarded?

• Determine what style fits the image the company should project. Should the message emphasize the warm, personal touch? Or should it be fast-paced and high-tech? Identity should fit the vision of the business.

• Communicate that image through everything the company does. Use the logo or branding statement on stationery, envelopes, invoices, signage, Web site, advertising, uniforms, etc. This will keep the company’s identity uppermost in the minds of consumers.

Remember that every experience a customer or potential customer has with a business, including phone interaction, service calls and product performance, must reinforce and support the desired image.

• Be consistent. Use the same artwork each time the logo is reproduced, and always use the exact same colors and branding statement.

• Make good on promises. It is up to the business and employees to deliver results that fulfill the image projected to customers. This may require employee training sessions to improve customer service and product/service performance.

A well-known identity will help a business to reach target customers while remaining relevant to current customers.