How does your brand compare to your competitors? What is unique about your business and how does it appeal to your target audience. Do you offer a degree of difference?

A company’s branding and image can become diluted against their competitors if there is no unique hook or difference. Are you a market leader or follower, look at the the brand ‘Innocent’, this has spurred a whole new array of companies trying to mimick their friendly and honest outlook through their language, imagery and simplicity. If you are going to go this way then you must implement it through all your communications, Innocent have delivered their brand through everything they do, visit their offices in ‘Fruit Towers’ and you are treated like one of the team, offered free smoothies (one love) and offered to write your comments about what you like and dislike about Innocent. 

Now if you are setting up your brand then you need to seriously consider your values and how you are going to communicate these to your target audience. You need to deliver your brand message at every opportunity, there’s no point saying you are going to target young go getting 20 somethings with your ultra funky brand while having a stuffy corporate office. Think and feel your brand at all times and then you will become believable, send out mixed signals and you are sending out confusion to the consumer or customer.