In business, your brand is everything about your company. It is more than a logo, name, tagline, slogan; it’s everything your customers and prospects experience when working with your company.
Your brand is the frame that holds your company together. It defines who you are, what you stand for, or even promises you make. Yes, your brand does include your logo, style guide, colors, taglines but that is only part of who you are. The key to a complete brand strategy is how you interact with the market:
- What kind of image does your company convey?
- What kind of messages do you deliver to your customers? Are they consistent?
- How do your employees interact with customers?
- Why does your customer do business with you versus your competition?
For any product or service being sold in today’s vast consumer market, branding is imperative. Not only does your brand strategy bring your positioning to life but it makes you memorable and noteworthy in the mind of your customers or prospects.