Simply put, your brand is what your prospective client thinks of when they hear your company name. Its about communication; from the more obvious brand assets, such as logo, specific corporate colours and typefaces, branding extends to every touchpoint, even to how you interact verbally with your clients and suppliers, whether face-to-face, by telephone, online or through social media channels.
This is the more technical, prescribed aspect of your brand delivery. Corporate identity is the manifestation of a company’s visual presentation. It’s the combination of logo, colour, design & layout, copy etc. that a firm employs to make a visual statement about itself and to communicate its business philosophy.
Consider the scope of your brand requirement, what impression and/or message you want it to convey and aim to have your marque and brand application support your proposition. Also, ensure you’ll end up with the tools you need to deploy your brand consistently and effectively. The most important (and probably the most difficult) thing to strive for when developing a brand is to keep it simple.
Having a good, well conceived brand, properly and consistently applied at every touchpoint will ensure that your business has a recognizable personality and a well communicated proposition.
The best way to control your brand delivery is to develop a corporate identity guidelines document, which is comprehensive enough to support the extent of your delivery. (link to guide examples?). During deployment, it is also important to designate a branding ‘gatekeeper’ to oversee its application across all media. This is particularly important when rolling out a new brand.