Why Brand Identity and Recognition are Important

Your brand is what your consumers use as an identifier for your company. Many times, branding is what will set your product apart from a competitor’s. Logos, colors, and emotional connections are all elements of branding.

Creating a strong brand is crucial when trying to build and gain the trust of your consumers. As confidence increases in your brand, so will your consumer loyalty. The way you build your brand can help position the quality and value of your products or services.

Considerations for a Brand Strategy Refresh

  1. Avoid Common Pitfalls
    1. Misunderstanding Branding 
      Many people do not distinguish the differences between branding, marketing, and advertising.
    2. Not Being Clear and Consistent
      Being consistent in your brand values, mission, and personality is crucial.
    3. Unclear Brand Positioning
      Set up a clear brand strategy and do not stray from it.
    4. Breaking Brand Promises
      Breaking promises is a sure way to hinder your consumer’s trust.
    5. Poor Brand Differentiation
      Creating a unique brand is essential to help build consumer loyalty to your brand.
  2. Remain Flexible
    Staying true to your brand strategy is crucial, but so is flexibility. Creating an adaptable strategy is important because trends and norms change, and it is detrimental if your brand does not keep up. Maintaining a flexible brand strategy will help keep your brand relevant.
  3. Focus on Engagement
    A consistent decrease in engagement is a clear way to tell that your messaging and the consumer expectations are disconnected. One way to increase engagement is by highlighting pain points you know your consumer has by creating informative content addressing solutions.
  4. Future-Proof Your Brand
    1. Know Your Purpose
      Identify what your brand stands for as well as your core values.
    2. Embrace Flexibility
      Create a brand strategy that has room for adjustments.
    3. Understanding Emerging Consumer Groups
      Keep your eye on the opinions and preferences of the upcoming generations, even if they are not necessarily your demographic.
    4. Avoid Assumptions About Your Category
      Be sure to keep your finger on the pulse of the needs of your consumers.

Read more about Brand Strategy Positioning at forbes.com

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.