is brand? It is the company's image, their persona. If the company
were a person
what kind of person would it be? What would it
look like? How would it speak? In fact, brand is much like a person.
Think about who you are. What makes you different from your peers?
What is your personality? What is your tone of voice? What do you
wear to individualize yourself?
is one of the most essential exercises every company should take
part in regardless of their size. To compete in today's marketplace
a company must brand themselves, identify with their target market
and establish a niche.