Your brand is your business identity – the image you wish to portray to the world – and is one of your company’s most valuable assets. Although your visual brand identity is important, your brand is more than your logo. Your brand communicates your business personality and shapes your clients perceptions of who you are.
Your brand should project the expectations and promises you extend to your customers in terms of quality, service, reliability and trustworthiness and create trust and loyalty from those who do business with you.
A strong brand identity helps the audience differentiate you from your competitors and can positively influence their purchasing decisions, directly impacting your profitability. But there are several myths and misconceptions that small business owners believe that can get in their way of developing a strong brand identity.
One of the ways you can separate your business from the competition is to have a unique brand that differentiates you in the marketplace. A strong brand that conveys your values builds an emotional connection with customers, which will attract them to your business if they share the same values.