Building a strong and successful brand takes time, dedication and attention to detail.
Don’t make the mistake of thinking of branding (or corporate identity) in terms of the logo. Although a key component - a successful and coherent brand or corporate image is about much more. Other things to be considered are logo position, typographic style, colours, photographic and illustration style, even the way marketing copy is written should be consistent.
You must be clear on the character traits you want your brand to convey. You may well want to represent competence, quality, authenticity and credibility. But in a competitive and image aware market you need to use your brand image to communicate your own unique selling points and qualities.
A well planned and carefully executed brand whether for a product, service or company will increase sales and if looked after can become a valuable asset.