The mistake:
Believing that adding a new logo to everything is building a brand
Fact:
A brand is being built by the experiences and interactions all audiences have with your organization—whether you’re managing it or not. Every interaction—whether visiting you online or in person, calling on the phone or receiving a mailing—is creating the impression, the experience of your brand.
A strong logo and visual vocabulary is important to build recognition and help you stand out, but it’s not a brand. Building a brand integrates your company story, vision and values; your audience expectations and the benefits you provide; and the persona that distinguishes you from others in your category, or other choices your audiences may have.
Branding also elevates you above the generic or commodity perspective, away from competing on price. You will increase your perceived value and add context, depth and richness to your organization or your product when you create a brand.
If you’re slapping your logo on everything and calling it good, figuring you’re already branded… you’re making a marketing mistake and missing out on the power of positioning, of authentic branding. Find out how you can create the brand that truly reflects what your company product stands for or what audiences care about when they purchase your product—attend BrandACT, my one-day intensive marketing workshop.
Enroll now, space is limited. Contact Creative Company at 503.883.4433 or sign up online at brandact10.eventbrite.com
Visit brand-act.com for more details. See us on YouTube.
