When it comes to branding, most people think about logos and colors. But branding is about more than just recognizability.

It’s about the impact that you have on a customer and how it sends a message.

1. Clearly Identify Yourself

Your company name, logo and slogan should provide insights into what you do and the products or services that you offer. If you miss this opportunity, you will spend valuable time and energy on explaining the basics.

2. Make It Easy For People to Understand

Make it easy for people to understand what you do, and find a campaign to publicise the brand. Sufficient publicity can do a huge amount to define your brand.

3. Let Your Brand Tell a Story

Let your name, slogan and logo tell a story. Having a clear message behind your business will allow the consumer to grasp the pillars that your company embodies.

4. Consider What Your Customer Will Think

Define your customer and then create your brand to attract them. Are you Toyota or Lexus? Payless or Tom Ford? Walmart or Target?

5. Ask Why You Are Doing This

Ask yourself: What difference will it make in the lives of the consumer who buys your products and services? Start by building a foundation of who and why you are selling what you sell, and work up from there.

6. Create a Liquid Experience

A liquid experience is a cohesive branding strategy that takes into consideration the user and audience in an intimate way. The first impression can say a lot about a company, its values and what it does. Keep this in mind, when communicating with your audience.

7. Be Creative and Approachable

The best company branding is a combination of creativity and approachability. Adopt a creative spin without deviating from what your prospective consumers expect from your product or service.

8. Design for The Long-Term

Being trendy is fine, but consider how your brand will hold up over time. How will you bring the message to life in a way that won’t look dated in five to 10 years.

9. Try The ROI Principle

Follow the ROI principle: Relevant, Original and Impactful. Make sure that your clients are aligned with these ROI standards and encourage them to test it out.

10. Think About Extensibility

Your branding assets are often consumers’ first impression of your company. So it is important to create something unique to your business that represents the integrity of your company, and make sure it’s extensible to weather the changes over the years.