57 Ways to Grow Your Business: 20 – Develop Your Brand Identity

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There are two parts to having a recognisable brand identity: a logo and a tag line. Your logo is central to your company identity, so get one that is colourful and distinctive. Before you begin the process of logo design, complete this exercise.

List 10 adjectives that people now use about your company or about the people who work in your firm. Now list 10 adjectives that you would like people to use about you.

Give the results of this exercise to the people designing your logo – it will point them in the right direction.

There are four common types of logos:

  1. Your company’s name in a distinctive type
  2. Your company’s initials
  3. An abstract symbol
  4. A realistic symbol

When considering a company logo, here are some questions to ask:

  1. Does it project who we are? Make sure it reflects your company’s values and personality
  2. Does it have movement? If you want to project the idea that you are innovative and proactive, then develop a logo that has movement (generally left to right)
  3. Does it have colour? People expect things to be colourful, so use a distinctive colour for your logo. Make sure it works in black and white and in different sizes, as your logo may appear in newspapers, magazines or other media

The importance of a slogan or “tag line” is similar to that of a logo. It is one of the key ways you differentiate your company from others.

Try the exercise below to develop your slogan. Do it along with all your team members, so that you can reach a consensus that everyone supports.


What are the 3 most important qualities that we want to convey about our company?


  1. ___________________________________________________________


  1. ___________________________________________________________


  1. ___________________________________________________________


Of these, which is the single most important?

Now, develop your slogan around this one idea.

Here are some examples:

  • Business is great and we’re looking for more!
  • We start where other _________s finish
  • On the ball
  • We care
  • The problem solvers
  • Your success is our bottom line
  • _________s for life
  • Connecting the dots
  • 24/7
  • Our customers are family
  • We change lives
  • Ideas. Action.
  • Trusted advisors
  • Results not excuses