Circle

Making it happen
Ten tips for a harder working brand

If you want your brand to stand out from the crowd, you need to consider every angle. Claire Livesey divulges her ten top tips.

1. Don't confuse a brand with a logo. An organisation's brand is much more than its visual toolkit. It's made up from concrete elements like the typography and the colour palette, but it's also something intangible. A brand is the rational and emotional response evoked in people when they think about an organisation.

Every aspect of how your organisation looks and behaves affects the way people react to it, so you have to manage their impressions with great care. A single negative reaction can undo all your efforts to build brand loyalty.

It makes sound business sense to consider all the elements of your brand, because, handled skilfully, they work together to create one of your organisation's most valuable assets....

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