Building Strong Brands · Genuine

Establish a consistent tone of voice for all messaging. 4. Build and Measure Brand Equity

Choose a name that is distinctive, easy to pronounce, and suggest product benefits. Building Strong Brands

Use visual imagery and metaphors to build recognition. 2. Establish Strategic Positioning Establish a consistent tone of voice for all messaging

Develop a brand personality (e.g., "rugged," "sophisticated"). easy to pronounce

Positioning is the part of your brand identity that you actively communicate to your target audience to gain a competitive advantage.