Branding is complicated. It involves logos, and color schemes, website design, and marketing collateral. It often involves creative teams and marketing campaigns and focus groups. It requires making decisions about your target audience, and how you present your message to them. That can get very complicated, if for no other reason than we make it so.

At the same time, branding is incredibly simple. That’s because, at its core, despite all of the effort that goes into ‘creating a brand,’ a brand isn’t your logo or your website. Instead, your brand is the way people feel about your business.

It really is that simple.

Of course, figuring out how people feel about your business (and more importantly, why) is anything but simple. Which is why businesses far too often spend their time and resources trying to fix things like their website, or redesigning their logo, without looking at what is actually wrong with their brand.

What makes it complicated is that the way people feel about your business has to do with far more than just the visual elements you create. Often it’s the way someone answers the phone when a customer calls–or if someone answers it at all. It’s really about the experience. In fact, you could oversimplify the definition of a brand as the sum of the experiences a customer has with a business.

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