How do you want potential customers to perceive your products and services?
That in a nutshell is brand identity. Building a brand identity is crucial to a company’s cause and results. It may be a stiffer challenge at the outset for small businesses, which don’t have corporate communications departments as large companies do. But when you have a compelling story to tell – your company’s story, its reason for being – then that seed you plant can sprout into brand identity, and with that brand awareness and brand loyalty will bloom.