First, a question: What is Brand, and why do you need one?
Brand is the authentic expression of what you are all about – what you stand
for, how you operate, why you are unique. Brand is the soul of your
organization. It’s the imprint you make in the hearts and minds of your audience.
Brand permeates every contact with your market. It’s why a customer feels
“right” about you, and why a prospect connects with you. In the real estate of
the mind, it’s how you stake out a prime position. A strong Brand can even
mute competing messages from rivals.
When it’s right, Brand resonates with clarity, relevance and emotion.
It sings. It sticks.
All these good things can happen only when Brand is absolutely genuine –
when Brand is a living, breathing extension of your core value, delivered day-in
and day-out with consistency and integrity.