Example of Nike - Just do it Logo design

Founders of start-up businesses often spend days and weeks coming up with a catchy company name, only to neglect the actual brand. The days of a brand being simply a logo or a trademark to identify a company are a thing of the past. Today, it’s vital that a company’s brand identity stands for something that people right across the business – from employees to customers – can identify and associate with.

While today’s consumers might not want intimate relationships with every company they come across, they do want relationships with companies they can trust and this is where branding becomes a powerful communication tool. As such, start-up companies should – ideally before launching – consider what their brand is going to stand for and should have brand guidelines in place to ensure consistency across platforms and a tone of voice that reflects the company’s personality. Great examples from well established brands are Nike and Innocent Drinks. Of course, they are powerful now but they too were once start-ups. The former’s ‘Just Do It’ mantra oozes determination, courage and success. The latter’s brand is playful and quirky and demonstrates its passion for producing healthy and tasty drinks.

So a strong brand is vital as the battle for customers grows. It’s important that start-ups spend time investing in researching, defining, and building their brand. It’s an essential piece of their marketing communications and one that can make the difference between success and failure.

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