Logos are the most customer-facing part of a company’s brand. Not only should the logo represent the company’s personality but also encompass the overall message that the company stands for. The biggest mistake new businesses make in relation to their logo design is not thinking through the logo’s purpose and what they are trying to communicate to their target audience.
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A carefully managed brand can be a powerful asset. However, without thoughtful planning and attention, it can be all too easy for your brand’s message to deteriorate. This is especially true in the world of omnichannel marketing – where brands have to maintain alignment across a vast number of customer touchpoints. The process of ensuring that customers have a consistent experience at every touchpoint is called ‘brand alignment.’
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With 2020 upon us, consumers have more purchase options and greater market insights than ever before. An increasingly conscious wave of consumers is looking for brands that offer ‘something bigger’ than the products or services they sell.
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Brand positioning is critical if you want to stand out in a competitive marketplace, build a strong following and be a leader in your field; especially where products or services can be easily substituted.
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