Business
The
Advice
Flyer
Why policing your brand identity is vital
Tanya Ruffl es
Most businesses now know that their
brand is their most valuable asset,
this is not a new concept. It refl ects
who you are as an organisation, your
company mission and vision. Knowing
who you are as an organisation
and where you are going are the
fundamental elements that underpin
your brand. Your brand identity is
about how you are perceived by all
publics that come into contact with
your organisation in some way such
as; customers, potential customers,
competitors, suppliers, trade bodies,
employees and prospective employees.
The tools of this identity are the visible
things that represent your organisation
such as logo, name, strapline, typeface,
letterhead and signage as well as tone
of voice in all forms of internal and
external communication.
Getting brand identity right is vital
and many organisations invest
considerable time and money to
ensure they have great logo designs
and the right corporate image. But
once you have all