A Brand is so Much More Than a Logo or its Visual Elements
David Ogilvy, the father of advertising described, which in-turn defined branding as “the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” In essence, your brand is everything your company is made of. It’s what you stand for and it’s what you promise to deliver to your customers.
Today, everything is branded. Everything we consume is a brand. The experiences we partake in are brands. The people that inspire and delight us are brands. Let’s face it, brands have become an integral part of our society. As consumers, we use branding elements to help determine why something may be different, perhaps even better for us than another. As individuals, we use the brands we are associated with to find and fit in with like-minded individuals.
Great brands will always be problem solvers and people pleasers. They find a way to fulfill a need, whether it be physical, physiological or simply to offer someone a sense of belonging. They clearly communicate to the public, this is why they exist. This is their purpose for being in business. The best brands tell someone what they can expect from their company and define what sets their offerings apart from their competitors.
The trick with branding is to attract and retain loyal customers by always delivering a product or service that is aligned with what your brand promise is. Successful branding is about delivering that promise while still staying agile and constantly moving in line with market trends and emerging channels. I am here to help you create the meaning, message and momentum for your brand.