Your company's brand identity may stand tall on its own, but does it help you compete in the marketplace?

When developing a brand strategy, selecting a brand name and designing a brand mark, it's easy to forget to consider all of them in light of the competition.

• When crafting a clear positioning statement, is it something you can truly own?  Or is it fairly similar to the competition?
• When picking a brand name, is it the same type of name as your competitors?  If so, remember you're not trying to fit in, but stand out.
• When choosing a primary color to build off of, is it the same color as the competition or can it stand on it's own?
• When selecting a tagline, is it something that just sounds good or does it position your brand differently in the customer's mind?

Photo via Vermin Inc on Flickr

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