No matter what size your business or organization, your brand is more than your logo or your marketing —it is your essence.
“What’s the difference? Why does it matter? Isn’t it all marketing?”
There is no shortage of opinions on the topic, but in our view (and in a nutshell) branding trumps all. And, a brand doesn’t have to be big to be successful.
Branding is what attracts customers, clients and/or supporters to your business or organization. It is an expression of your core values, and illuminates what your particular brand is and is not.
Brand is what sticks in your mind when you think about a business or organization, regardless if you did or did not buy. Marketing contributes to a brand, but the brand is always bigger.
Marketing reveals and activates buyers. Branding builds loyalty.
Marketing is how businesses and organizations create, communicate, deliver, and exchange offerings that have value for their customers. It is a focused effort to achieve specific results.
Branding is how people’s experiences magnify and shape perception about a business or organization – for better, or for worse. Every association, thought, voice, visual and interaction representing your brand can have an impact.
When branding is strategic and aligned with your core values, its return is loyalty. You have employees who are more effective in their jobs and want to work harder. You have customers who advocate and even evangelize for your organization.
We value good, consistent branding and the business equity it builds – more than just a logo.