Hiring a brand identity company is very important. In every marketing campaign, your company should have a solid brand identity on which to hang its hat. Over time, no matter what your ad at the moment says, your brand identity will be the thing people remember and what that gets them to call you when a need arises. Unsure about your brand identity? Then you should consider hiring a brand identity company.

Your brand identity is something you should solidify before you ever embark on a marketing campaign. If you hire a brand identity company they'll make sure your brand identity is ready for the light of day and that you won't have to change it three months later when your business grows. Changing a lot confuses people. As a brand identity company, we've seen strong companies become underachieving companies simply because their brand wasn't solidly defined from the start. If you hire a brand identity company, they guarantee that won't happen. If you hire a brand identity company, you will have a brand that people recognize and know on first glance. Anything else you say on top of that will be gravy.

This is how a brand identity company can help you:

- Deciding what you want to say to your customers.

- Designing a logo that represents your company. This is one of the most important parts of your brand identity. How do you give it life and personality?

- A brand identity company will help you design your biz cards, letterhead, advertisements, and websites. These should each be consistently designed in a way that reflects the brand image you've chosen to put out there.

- A brand identity company will also help you develop a tag line, a catch phrase that provides further definition and personality to your company (like BMW's "The Ultimate Driving Machine.")

Above all, the most important aspect of your brand identity is to keep it consistent. If you hire a brand identity company they'll ensure yours is.

Beyond your logo and tagline, the messages you send in your marketing and advertising communications can either support or detract from your brand. A brand identity company will ensure these things work hard to support it.

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.