Can I buy a kit to guide our company through the corporate identity process?

min read
Opinions expressed by Entrepreneur contributors are their own.
There are books galore and guides on branding, but the most important element you must work out on your own is your point of differentiation. 

What is it that sets your company apart from its competitors that your best prospects want, need and are willing to pay for?  As a company ages and matures, it's essential to keep pace with often highly disparate changes in the marketplace itself. 

Rebranding efforts must examine what your company offers today, the nature of the target audience and what that audience wants to buy from you.  You may need to retool what and how your company markets or even revise the preferred target audience before you can effectively rebrand.

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur