As a brand image consultant to companies of all sizes and industries, I have noticed that all want to achieve two things through bringing their image to the next level. First is to create more awareness that they exist, and second is to increase revenue. Let's face it-competition is fierce, whatever the industry you are a part of today. And, every company is looking for ways to make a return on investment within their organizations.

Building a brand image is not necessarily all about gaining sales. A brand is an emotional connection between a company or product/service and the customer. It's basis lies on a promise of what the brand says it will do to help the consumer. Customer perception of the brand determines whether to accept or reject those claims based on the company's ability to meet their needs and the awareness the consumer has of the brand. Design integrated within the business strategy is just the icing on the cake to a strong and perfected brand.

How are strong brands built?

Strong brands have a set of common components. They have all started with a brand promise and personality. Verbal and visual identities and messages were developed to provide a benefit to the promise. Finally, an integrated delivery strategy through a multiplicity of brand touch points would be outlined to carry these designed elements to the market segment. You may say-"that's all well and good, but how does that increase sales?" As I mentioned earlier, building a brand image is more than just increasing sales; it is increasing awareness to make an impression on consumers at every juncture possible.

The value of making an impacting brand is to create the memory long after the sale. Think of the huge international brands that are used as examples within business magazines everyday. It is because of their constant and consistent efforts in new product launches and innovative communications that they are recognized. Branding is valuable to companies large and small, product and service, for profit and charitable.

What's in it for you?

By identifying what makes you unique over the competition and targeting audience understanding, it makes you an expert in your niche and separates you from the pack. Through the design of communications direct to customers, you help them see all you can do for them. By maintaining a consistency in delivery, your brand builds long-term recognition and recall. Incorporating a variety of communications channels from retail store design, customer care to shipping cartons and return policies, you ensure consumers of your quality and ease of doing business with your organization.

If your brand promise is clear, consistent and creative, you will attract the right business. That, to me, translates into more sales.

Jonathan J. Gouthier is principal and creative director of Gouthier Design:a brand collective with offices in Miami and New York. The firm believes great design aesthetics and strategy have a place in business and help transform a company's image into a living brand. Gouthier is a frequent lecturer on the design and culture of corporate brands and will be publishing a book on his lectures in the near future.