Branding is about communicating in a way that will resonate with customers to make an immediate, compelling first impression. Your proposition, values & tone of voice needs to be focused on why your target audience should care about your offer and what makes you unique. 75% of buying decisions are based on emotion – it’s part of how the brain works. Which means your visual identity, including your logo and look and feel, need to inspire the right emotions and support your proposition. Finally, whether you’re doing a full-scale company re-brand or launching a new product or service, the name needs to capture the essence of what you’re offering customers.
