A secret identity may work for Superman, but not for the rest of us.
If you want to be a super company, you need your brand to shine like the Bat-signal on a dark, Gotham night. Building a super image means using the right equipment to create your corporate persona. It starts with your logo, which in the hero world is the symbol emblazoned on your leotard. Thus, your logo should embody the colors, fonts and imagery that best reflect your true identity. But a logo alone can’t do it all.

Your Identity Toolkit Logo Company Letterhead Business Cards Signage Trade Show Promotions Office Decor Point-of-Purchase Displays Brochures Annual Reports Corporate Apparel or Uniforms Billboards and Outdoor Ads Newspaper, Newsletter and Magazine Advertising Radio and TV Commercials Web Site, Blogs, Podcasts and Online Advertising Logo Merchandise

Working on a re-branding effort? Make sure what you say is what you do. For example, don’t say you’re Superman if you can’t fly. Before you get started, measure what you can afford to measure and query your staff, clients and prospects about their emotional response to your brand elements. You don’t need super powers to get inside the mind of your audience, but you will need to ask the right questions.