First, lets clear up a common misconception: a logo isn’t the same as a brand. A logo is a corporate trademark, a symbol for a business. A brand is the company’s reputation – and your organization will develop one with or without our guidance. Branding is the process of consciously shaping a reputation.
Branding is an on-going process that looks at every experience customers have with an organization. Successful brands look at all the interactions leading up to, during and after a sale for opportunities to improve and reinforce their reputation.
The best brands are built on emotional connections. The stronger the emotional connection, the deeper the relationship. A healthy brand makes it easy for people to remember who you are, what you do, and why they should care about your organization. It creates an enduring preference for your product or service.