A Brand Is A Promise

I’m often asked about “branding” in terms of a company’s name, logo or tagline. Although these three elements are important, they constitute a small fraction of your brand.

Instead of thinking about your brand in terms of logos and taglines, think of your brand as a promise. Your brand is the promise you make to customers, employees, strategic partners, the media and everyone else. When you talk about brand, you’re really talking about experience — the experience an individual can expect each and every time they interact with your company. This extends to every touchpoint of your business, from calling customer service, visiting your showroom, clicking out to your website and returning to your dealership for service.

Thinking about branding in these terms forces you to ask different questions about how you run and position your business. Branding in this way can have dramatic effects on your business — effects that changing up a logo or tagline will never have on their own.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

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