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Branding and Identity

Your brand identity (the name, term, sign, symbol, or design of your product) is intended to identify your merchandise or service, and to differentiate it from the competition. Building your corporate or product brand is one of the most important, yet challenging, objectives of marketing.

A strong brand has major equity and permanent value.

Therefore, a great depth of planning, thought, and analysis must go into both building and communicating your brand over time. TOL23 Design`s approach to building a brand name has helped many clients establish a solid brand that delivers loyal customers:

• Target markets The first step in building brand development is focusing on, and establishing a deeper understanding of, one or more of the select target markets
• Positioning The next step in building your brand is determining where you will be positioned in the market in relation to customer and competitor's needs
• Identity How you visually and verbally represent your company or product is critically important: the core objective in this step is to develop an identity that effectively communicates with your target market
• Awareness Once a company has created brand identity, the next step is to establish brand awareness, which will make it easier for a company to build preference in the market as well as develop that critically important market factor: brand loyalty
• Brand experience The brand experience covers all aspects of the customer's relationship with your company. A consistently satisfying experience with each customer/company interaction creates brand credibility, brand loyalty, and ultimately, ongoing business.