Developing a Brand Identity

As co-founder and Managing Partner of Zarhill Partners I frequently lecture and give seminars on various aspects of brand strategy, product development and business planning. Our clients include multiple industries across the U.S. market, the EU and throughout Asia. However, personally my heart remains within the pet industry, which has been my primary focus for over twenty years. 

I was delighted to be invited by the APPA (American Pet Products Association) to present a series of educational webinars around branding. The first webinar, 'Developing a Brand Identity' was extremely well attended, with an impressive cross-section of companies, executives, managers and entrepreneurs. I'm told the presentation will be available online in the archives soon, so if you want to check out my content feel free to do so.

I would like to share a few points from my webinar pertaining to understanding more about your BRAND: 

• Your brand defines what you stand for, the promises you make, and the personality you wish to project. 
• Your brand strategy brings your competitive positioning to life, and positions you in the mind of consumers.
• Think of your brand as a living personality that interacts with consumers.
• Your logo, color scheme and slogan are only creative elements that convey your brand. 

As someone who speaks regularly about brand strategies and platforms, I derive get pleasure from helping new and emerging brands clarify their positioning to be ready for success. If I had to share one piece of advice to anyone building or relaunching a brand, it would be to look outside of your company, your immediate space, and even outside of your industry to seek inspiration and fresh ideas. You may just be surprised at what you learn.