The brand is the most powerful asset of your company. Brand dictates how consumers feel about your business, and whether or not they want to give you their hard-earned money. Contrary to popular belief, your brand is not simply your logo or your typography, but rather, it’s the gut feeling your consumers get when they think of your company. Although it’s incredibly difficult to change how customers view your brand, you can guide their perceptions through branding.

In this Toolbox you will identify your brand’s emphasis, which will help dictate everything from your voice and messaging to the look and feel of your organization. Identifying your brand’s emphasis helps create consistency in the way you talk to your customers, which is essential in creating customer recognition and retention. Additionally, this Toolbox will help you discover your brand’s persona and how you want your customers to perceive you. Understanding your persona dictates a lot of the connections you make with your customers because seeing your brand as a person rather than an offering, makes you more authentic and relatable, which ultimately creates deeper loyalty.