Formed by the logo and the slogan, the brand which can be maintained by Promo republic for example must translate the image the company intends to pass on to the market. The brand is the company’s visual identity, that is, the way it is recognized in the market. Therefore, you must translate the image you want to convey to the public. The definition of the positioning of the business and its advantages over the competition are essential factors in rethinking a brand or creating it.

Usually, the logo which is marketing tools is formed by a name and a symbol. Market and target audience research are sources of creation, allowing it to represent the business’s identity and be the translation of the company’s image. The slogan, on the other hand, is a phrase that emphasizes the company’s positioning and helps to convey this image to consumers. The slogan must be short, easy to remember, and semi-permanent – it can be modified, but not frequently, always faithfully following the company’s positioning.

The brand must ensure the integrity and reliability gained over the years. Also, it is necessary to ensure that another company has not already registered the chosen brand. If a company in the same or similar industries has registered a similar trademark, you will need to create a new one. The same goes for business abroad: it is necessary to protect the brand, registering it in countries where you intend to do business.


You must register the domain (company’s electronic address) on the internet to protect it before a competitor does.

Over time, updating the logo to stay relevant in new realities and contexts may be appropriate. Some companies, faced with market changes, use brand revitalization strategies, investing in bolder designs according to their market, without changing the brand concept. What makes a brand value is earning the consumer’s trust. The more it is present in the home and the consumer’s mind, the more it sells and the more it is worth.

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