Starting out as an entrepreneur can be daunting, especially if it’s your first venture. Even successful entrepreneurs have their fears whenever they start a new business. The difference with Entrepreneurs and everyone else is their fear doesn’t stop them – or you – from thinking big and taking action.

Answer 1: They are my favourite colours

While your brand represents you as a business, this doesn’t mean your prospects are attracted to the same colours you are.

Answer 2: My partner liked them

While your partner may be more artistic than you, true creativity is a science as well as an art.

Answer 3: The designer suggested them

We all have personal taste. That’s why so many design studios have a ‘house style’ for all their projects. Your logo should be about you the client and more importantly, how you interact with their target market.

Answer 4: We used a focus group

That’s great however you should bear in mind your target market doesn’t review your brand in the same way a focus group would. They make emotional based, subconscious decisions on what to buy.

Brand personality refers to a set of human-like attributes associated with a particular business. To identify your brand personality, answer this question:

What kind of personality is my target market attracted to?

Determining the personality of your brand can be useful in determining the impression your target market has of your brand. Since most brands are very similar in function they must differentiate with personality. It’s important to identify the rational and emotional personalities of your brand to create a point of difference. Rational personality refers to the product or service performance. Emotional personality triggers the emotional reasons why a customer should buy from you. Both of these personality styles can help position your brand in the marketplace.

All successful business owners know that their brand image is everything. Many customers will choose a particular company solely based on a strong brand image and those loyal to the brand will not only keep returning but will also refer their friends and family. Because of the vast earning potential of a strong brand image, many of the world’s largest corporations make heavy investments in their brand identity and corporate image marketing, spending millions to promote or reinvent their image. Is it worth it? A successful rebranding can breathe new life into a company that may be losing some of its market influence by giving it a modern flair and making it easier for customers to feel a connection to the company or its products. But why does it cost so much?