Your image is the perception others have or make of you; that shouldn't affect your own identity. But if you want the two to coincide, you’d better take matters into your own hands. Starting by determining what you stand for and to what extent you want to increase your turnover. Translating this into marketing, visual appeal and the right tone of voice is no big deal... it is science; my expertise.

‘Klaverblad Insurances is a company that positions itself in a no-nonsense way: they put their customer and his needs first. If we may believe their commercials, at ‘Klaverblad’ one isn't keen on the alleged vagueness that is associated with branding. The (humble) management team itself knows what’s best for ‘Klaverblad Insurances’ and its clientele. And they surely know what they don't want. Take a look at the famous advertising commercial below. Witty? Very. Truthful? Not really. And the story also has a striking switch to it...

It would of course be a fairytale to think that ‘Klaverblad Insurances’ is a small, cuddly company in the province that is not very interested in the big city advertising gurus. There must have been a fairly creative team working their buts off to at least give us the feeling and confidence that ‘Klaverblad’ primarily invests in the interests of its customers. And that is nice. Because good branding ensures that the image of your company matches your own vision, mission and working methods. So in the end, well, that ‘Klaverblad Insurances’ logo had to be tackled after all. Watch and learn.