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Creating a Brand Identity That Competes and Compels A brand identity rooted in strategy helps businesses win customers and find their place among the competition.

By Amanda DeWoody

Opinions expressed by Entrepreneur contributors are their own.

aurielaki | Getty Images

Modern brand design is more than just pretty aesthetics. Branding that is rooted in strategy has the ability to propel a business forward, creating connection and bridging the gap between a business and its consumer in ways merely good design never could.

Brand strategy is foundational

A brand strategy is built on the who, what, where, and why of a business. It summarizes a company's mission, brand adjectives, ideal audience profiles and overall visual identity. It helps define what sets a company apart from its competition and keeps a business consistent, helping to define everything from a company's presentation to the way its team members work.

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