what it is you sell and why customers choose your product or service. Identify the promise you are making to your customers. For instance, you may manufacture vacuum cleaners, but what you're really selling is a better way to clean house. You must also define what makes your product more desirable toBusiness gets easier when you have a recognizable brand. Think about BMW or Coca-Cola, for example. All you need to do is mention the names and millions of people throughout the world have an immediate perception and expectation of what that company stands for. There's an emotional connection between the customer and the company name.

With a strong brand, you don't have to sell nearly as long or as hard. Customers know what you stand for before the proposal.

Here's how to give your company the kind of brand identity that will help drive sales. Here, too, are tips for customising a brand personality toolkit that will keep that brand alive and growing.

Define Your Personality

A brand is the promise you make to customers combined with the customers' judgement about how well you deliver on that promise. A successful brand becomes an emotional bond that builds customer loyalty. A brand includes your logo, colour scheme, taglines, slogan, design elements and more.

Think of branding as the personality of your enterprise. Define that and the logo and other marketing messages will follow.

To build your brand, begin by thinking through exactly what it is you sell and why customers choose your product or service. Identify the promise you are making to your customers. For instance, you may manufacture vacuum cleaners, but what you're really selling is a better way to clean house. You must also define what makes your product more desirable to

the customer and the company name.

With a strong brand, you don't have to sell nearly as long or as hard. Customers know what you stand for before the proposal.

Here's how to give your company the kind of brand identity that will help drive sales. Here, too, are tips for customising a brand personality toolkit that will keep that brand alive and growing.

Define Your Personality

A brand is the promise you make to customers combined with the customers' judgement about how well you deliver on that promise. A successful brand becomes an emotional bond that builds customer loyalty. A brand includes your logo, colour scheme, taglines, slogan, design elements and more.

Think of branding as the personality of your enterprise. Define that and the logo and other marketing messages will follow.

To build your brand, begin by thinking through exactly what it is you sell and why customers choose your product or service. Identify the promise you are making to your customers. For instance, you may manufacture vacuum cleaners, but what you're really selling is a better way to clean house. You must also define what makes your product more desirable to

and personality toolkit that will keep that brand alive and growing.

Define Your Personality

A brand is the promise you make to customers combined with the customers' judgement about how well you deliver on that promise. A successful brand becomes an emotional bond that builds customer loyalty. A brand includes your logo, colour scheme, taglines, slogan, design elements and more.

Think of branding as the personality of your enterprise. Define that and the logo and other marketing messages will follow.

To build your brand, begin by thinking through exactly what it is you sell and why customers choose your product or service. Identify the promise you are making to your customers. For instance, you may manufacture vacuum cleaners, but what you're really selling is a better way to clean house. You must also define what makes your product more desirable to

ilds customer loyalty. A brand includes your logo, colour scheme, taglines, slogan, design elements and more.

Think of branding as the personality of your enterprise. Define that and the logo and other marketing messages will follow.

To build your brand, begin by thinking through exactly what it is you sell and why customers choose your product or service. Identify the promise you are making to your customers. For instance, you may manufacture vacuum cleaners, but what you're really selling is a better way to clean house. You must also define what makes your product more desirable to

what it is you sell and why customers choose your product or service. Identify the promise you are making to your customers. For instance, you may manufacture vacuum cleaners, but what you're really selling is a better way to clean house. You must also define what makes your product more desirable to the customers you're targeting than that of your competition.

For help in creating logos and taglines, you might meet with one of the many non-profit small business advisory groups. Also gather family advisors, staff or friends to brainstorm about taglines. And don't forget to survey customers. You want to leverage the way they see you.

Use Brand Tools

When you're ready, Publisher 2003 can help you conveniently create the visual look of your brand personality. Publisher can also become the custodian of the brand by assembling all your brand elements into a convenient and cost-effective toolkit that you can use to store your brand elements.

You can start with one of the 45 professionally designed Master Design Sets in Microsoft Office Publisher 2003. Each Master Design Set carries that consistent design look - coordinated colours, fonts and layouts - for commonly used business publications, from newsletters and brochures to flyers, postcards and business cards to e-mail and websites. Use them as they are, change the Colour Scheme or Font Scheme, or cus