How can a company ensure its brand identity aligns with its mission?

A company can ensure its brand identity aligns with its mission by continuously rethinking and refining its corporate identity to reflect its values and mission. This process should not be limited to just having a mission statement and a logo. The brand identity should be a reflection of the company's thinking, character, and values. Digital advertising can be beneficial in this process as it allows for tracking, targeting, and testing new strategies and tactics.

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To stay in the competition game, brands need to habitually rethink and refine their corporate identity to ensure it still reflects the company's values and mission. "One of the benefits of digital advertising is the ability to track, target, and test new strategies and tactics," Baldelomar says. And continues: "Your brand identity should not just be a mission statement on the wall and logo. Your brand is a reflection of your thinking, your character, and your values."

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