Brands are often thought of as simply logos or taglines; but brands are much more than that. A brand is the essence of what the institution stands for in the market: the Organisation’s Personality. It is a reflection of who the organisation is what products it offers and how it serves its clients. It also differentiates you from the competition. The corporate branding and identity tool provides a simple approach to assessing the FI’s current position in the market, assessing where the FI should position itself in the market and developing branding and corporate identity strategies to get there. MicroSave’s approach to corporate branding involves three broad processes: developing the brand, implementing the brand and monitoring the brand. For more information, do read through the toolkit summary.