A logo may be at the cornerstone of the branding process but it does not define a brand alone. Branding runs far deeper and permeates the entire being of a company. A brand is reflected in the customer experience, the logo, the website, in marketing collateral and in the appearance and professionalism of employees and leaders in the business.
It is essential that every business owner embrace the art of branding. Brand awareness is essential as is having a strategic plan in place to insure that the branding message is intentional.
While branding has become a buzz word these days, the importance of it is often neglected in smaller organizations and newly formed businesses. Embracing a brand from the start is easier and less costly then attempting to implement branding 5 or 10 years down the line.
What does good branding accomplish?
- Branding promotes recognition and hence, referrals.
- It distinguishes a business from its competition.
- It tells the company story and creates a connection with customers.
- It promotes a sense of identity for employees and staff.
Start with a good idea, build on it and pay allegiance to it. Solid branding is the foundation of which an empire can be built.