Your brand is not a logo or a tagline. These are items that drive the brand, which is the larger definition of who you are as a company. Ultimately, as many marketing leaders have said, “A brand is a promise.”
This sounds catchy, but what does it mean? I believe in expressing it more clearly: Your brand is the feeling that your customers experience whenever they encounter your company.
This includes your Web site and printed materials. But it also includes the way you answer your phone, the appearance of your employees, the environment in which you operate (office, storefront, etc.). It includes your products and services. Your brand speaks through every interaction with a customer, and every interaction defines your brand to that customer.
There is nothing more essential than stewarding your brand. It is who you are.
As such, many things fall under “branding” consulting. However, here are the key areas where I can help your company:
- Brand Audit: Engaging key stakeholders — including employees, customers, competitors and more — in assessing who you are, what you stand for and how you are perceived in the market.
- Brand Platform: Determining your …
- Mission
- Vision
- Market Position
- Personality
- Customer Affiliation
- Brand Elements: Facilitating the development of key messaging components such as …
- Logo
- Tagline
- Colors and Fonts to use in marketing collateral
- Re-branding: Facilitating complete overhauls of brands, including new names and corporate identities.
