BRANDING & STRATEGY
“Identity is cause;
brand is effect.”
Your brand is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service.
What is included under the term brand is hard to define. It is the process involved in creating a unique name and image for a product in the consumers' mind, mainly through marketing campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
“However beautiful the strategy,
you should occasionally
look at the results.”
Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market:
The images you convey
The messages you deliver on your website, proposals and campaigns
The way your employees interact with customers
A customer’s opinion of you versus your competition