What makes someone choose your product or service over that of your competitors? What triggers us to willingly pay more for a certain branded product than we’d pay for an “identical” product from a different brand?
We’re constantly presented with a massive number of options, of choices to be made. If you want to be someone’s first choice, a unique look alone isn’t enough. Your brand is made up of emotions in the mind of the consumer – it’s the combined impression of all the times and places where they have encountered your brand.
A good lookin’ logo is great – but not enough. To make your brand stand out in a crowd, first you have to really understand the vision and values that define your brand – and then communicate that unique story through a coherent brand identity, carefully chosen words and actions that will engage and excite your audience.
Feel free to keep this workbook as a reference as you move forward, and don’t be afraid to tweak your answers along the way. A brand is not a static thing – see what works and what doesn’t, iterate, improve, make it yours!
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