smallbusiness.co.uk: Helping your business think big

A clear brand identity can improve recognition and create a 'seal of quality', according to an industry expert.

Ray Jones, spokesperson for the Chartered Institute of Marketing (CIM), says a strong brand can help a firm to 'differentiate' and stand out from competitors.

Strong branding, he believes, means a company can compete on more than price – generating loyalty and stimulating innovation.

'Brand-led companies like easyJet recognise that the brand is like the writing in a stick of rock; it underlies the ethos of the company, and that includes its people and values,' he adds.

According to marketing company Miranda, over a ten-year period design-intensive companies outperformed the FTSE 100 by 200 per cent.

The company says on average design-focused businesses expected a 50 per cent return on their most successful project but actually exceeded their expectations, with an average return of more than 75 per cent.