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Your logo is the tip of the iceberg

Your brand is more than the logo that sits on your business card, or colour scheme that runs through your website. A strong brand should have a solid brand strategy. A strategy looks at key areas that empower a brand and builds trust with its audience.

5 key points for a successful brand strategy:

Core Purpose
The reason for the brand to exist beyond making money. If you want a really powerful core purpose, it needs to relate to the product or service itself.

Value
Communicate what you believe as a company and how you are working together toward a shared vision. This concept is powerful. By articulating what you stand for as a brand, you can attract better employees and customers who share your beliefs.

Brand Attributes
These are a set of characteristics that identify the physical, character and personality traits of the brand, similar to the attributes that allow us to consistently identify individuals.

Audience
A target audience is the demographic of people most likely to be interested in your product or service.

Tone
This is simply the ‘personality’ of your brand or company as expressed through the written word.