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You are What You Brand

Posted on January 20, 2012 | Read time: 2 minutes

What emotions are conveyed when consumers hear your company’s name? Proper branding is critical to the success of any business.

Branding is more than just a logo (although the logo is high in the hierarchy of consumer impressions)—it’s an intangible asset.

Do you stand for something? What is it?

Are you marketing just a product or service, or do you stand for something consumers can relate to? People respond positively to companies that have passion and negatively to those who are perceived as trying to make a quick buck off them. Wouldn’t it be awful if you actually wanted to improve peoples’ lives by your product or service, but because of poor branding, you were being treating as just another source of unwarranted noise in the realm of advertising, marketing and public relations?

Color Yourself Accordingly. 
Choose your company colors judiciously and wear them with pride. Analyze your competitors and establish a color palette that differentiates yourself from the rest.  A great example of color branding is Facebook ‘s blue and white palette or the signature brown of UPS.

Continuity is a Must.

What do you think when you see the iconic sleek grey/silver apple? What emotions are associated with just an image of this apple? And when does the company Apple fail to use its legendary apple symbol on its marketing efforts or products? Almost never. Continuity is a key to brand preservation. If your messaging, look and overall attitude of your company is not consistent throughout your marketing efforts, consumers will never form an emotional bond or attachment. And understandably so: who is loyal to something or someone who isn’t loyal to themselves?


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