Business branding is based on defining your company’s target market and then creating a visual brand identity system that appeals to this demographic. The businesses that successfully attract the most customers are businesses that have invested the time and money in making sure that they have a unique and distinct value proposition that makes them stand out from their competition.

The fundamental idea behind all brand work is that in every activity that your business does, every communication, everything it produces – it should project the core idea that defines your company – why you exist and what makes you different. So the starting point is clearly defining your unique vision and mission and tone of voice – or how you talk to your audience. It is what you are about, what you stand for, what you believe in. It is your WHY.

This inner core idea is then outwardly manifested in the visual identity and messaging – so before any design takes place – this must be  clearly defined. This unique core idea should define and drive your business.