What’s in a Brand? A Summary of Brand Identity’s Importance on Businesses in All Industries

A company or individual’s brand is it’s ability to distinguish itself from it’s similar counterparts in any given market place. Brands exist in several medium’s such as name, slogan, or design.

According to Marty Neumeier’s 2004 book, The Dictionary of Brand, Brand Identity “is not what you (the organization) says it is, it’s what the general public says it is.” This is why it is essential to develop a brand and carve out an image for yourself or your company.

Many businesses at the moment, and in years gone, struggle to establish a clear brand identity. Let’s face it, in today’s economy, the consumer buying pattern indicates that purchasers are spending their hard earned dollars with companies that are referred from friends, deliver above par customer service, and that they feel they can trust. A brand is one of the most valuable assets a business has, and yet business owners tend to ignore or avoid establishing a brand.

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