Establishing a brand

How to launch a new brand or refresh an existing one

A polished brand that’s supported by sound marketing strategy is no longer a luxury. Nor is it the sole domain of mega-corporations. You only get one chance to make a great first impression and a brand is the first impression a customer gets of your business, products or services. So much is conveyed to consumers through the choice of language, imagery, colours and fonts in your branding. Send the wrong messages and you’re doomed to fail.

In this book, Viabrand’s branding and marketing strategy experts have revealed some of their top tips for finding clarity as you’re planning to launch a brand, or refresh an existing one. Whether you’re a start-up, a business in need of a brand refresh, or you want to brand your new product or service, the processes in this book provide a systematic approach to developing a plan of attack.

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