True to its origins in the marking of property, most people associate a brand with the visual sign or symbol a business uses to identify itself. Developing a brand identity can often seem like the preserve of big companies with large marketing budgets — and the consultants and agencies on whom they spend them.

In fact, an organization of any size can and should enjoy the benefits that a good brand identity brings to business. At its simplest, a well-expressed brand can give you the same kind of advantage a well-cut suit might present at a sales meeting.

But to get to that point all the factors that underpin a brand, sometimes invisibly, need to be well established. If a visual identity represents the flowering of your brand, it will need the ongoing support of healthy roots, stems and leaves to feed and support it.

A brand is expressed in every one of your business touch points — whether it’s having a website, how a product is shipped, or whether major clients receive thank-you gifts for their business. The effects of these touch points can far outweigh the costs, and you can find consistent savings on a wide range of first-class vendors with the Simply Cash^® Business Card from American Express OPEN^SM.

Plus, you earn one point for virtually every dollar you spend, and you won’t pay an annual fee your first year. You can redeem points for exclusive items to gift your employees and customers, helping reinforce your brand strategy.

Apply now.

Posted in Leadership, Money Management, Planning & Strategy, Sales & Marketing