Brand & Brand Identity 

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

Seth Godin

Attracting lots of the right kind of clients - the ones that fit your business plan and who value and appreciate your way of doing business is a great way to make your business more successful. But how do you attract those kinds of clients?  In order to attract the right kinds of clients, you need to be able to clearly articulate to them 3 things:

  1. Who your product or service is best suited for? - who are your ideal clients
  2. What is your specialty? - what makes you excellent
  3. What sets you apart from your competition? 

Even if you've been in business for some time you may not have really considered where your clients come from, who they are, or why they choose you.  

A brand & brand identity helps to articulate these things.

What makes a brand work?

For your brand to have an impact with potential clients it should resonate with your clients expectations on both on an emotional level and on a logical level.


Emotional elements of your brand are the elements you use to illustrate your business and can include:

  • Colours
  • Fonts
  • Graphics
  • Photos
  • Layout

Additionally, the writing style used on your site also helps to create an emotional attachment to your brand.

These are the aspects of your brand that will help someone decide if they “like” your business which is often the most important decision making factor (even for people who consider themselves highly analytical)


For a potential client to decide to work with you - it's sometimes not enough for them to just like you.   In order to differentiate yourself from your competition, and to help to fortify the emotional attachment potential clients have with your business a brand should also be backed up with logical elements.  

The kinds of things that combine with the emotional elements of your brand usually include:

  • Clearly articulated content that addresses what you do, for who and how.
  • Detailed product specifications
  • Quantifiable data that supports your brand
  • Detailed information aboutyour expertise and experience

Together, these two elements - the emotional and the logical - create an attractive and compelling brand.

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How Can Getting Brighter Help with My Brand?

Getting Brighter offers a standardized and step-by-step approach that will provide you with a professional and well thought out brand for your business.  Each step builds on the next and you are always in close communication with us at each step so there are no surprises, and onlygreat results.

Discovery and Marketing Review

Getting Brighter works closely with our clients to invest the right amount of time up-front so that we can understand your business and your ideal clients.

We discuss the current state of your business, your marketing efforts and evaluate your goals.


At the conclusion of the discovery process, Getting Brighter will have gathered a profile of your business that we will use as the foundation for the remaining work.   This allows us to develop a strategy for communicating the core aspects of your brand to your customers, and to identify ways to promote and further develop your brand in line with these components.

Perhaps most important however is thatwe will use this information to help to identify the ways that potential clients will think about your brand and how you want your brand to make them feel. This will inform both your brand identity and the content that will help your customers make a connection with your business and an informed decision to use your services or buy your products.

Brand Survey

Using a combination of interviews, research and tools, Getting Brighter develops a strong understanding of the tone, emotion, and values that you want to portray in the context of the competitive landscape.  Some examples of topics covered in the survey include:

  • Your business personality or team characteristics
  • Competition
  • Marketplace overview
  • Brands outside of your industry that you admire
  • Business logos that you like
  • Colour, Style, fonts and other visual elements

The Outcome

Based on the survey Getting Brighter will create and provide to you, a document that will present the findings of the survey, along with a summary that will also incorporate elements of the business profile and our observations.  This summary will be presented to you at a consultation meeting where we will review this information, confirm and gain consensus on the characteristics of your messaging and brand .

Brand Statement Development

Getting Brighter transforms the information collected in the context of competitors in your market space as well as the goals you have for your business into clearly articulated brand statements.

This is a collaborative process where you are involved in each step to ensure that the outcomes  accurately address your goals.

The Outcome

Brand statements will be comprised of an overall brand statement that will provide a succinct description of your business as well as several supporting statements that will focus on more specific aspects of your business. Overall these statements will form the framework on which additional branding and content decisions will be based.

Brand Elements

Getting Brighter will research and make recommendations for Colour Palette and Fonts to be used in Brand Elements such as a logo, stationery, letterhead, and on the website while ensuring that colours and fonts will work equally well in print and online.

The Outcome

A colour palette and standardized font along with usage guidelines that will help you to create a consistent look and feel to your customer communications and marketing efforts.

Don't have a logo or does your logo need a refresh?  

Let our graphic design team create one that captures your brand perfectly and that incorporates your brand elements.

Once you've got your brand nailed...what's next?

Below, we've laid out some of the next steps you can take (in a more or less sensible order) in order to promote your business.

You can click here to find out more about what Content Marketing is (and why you should care)

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