Branding

Branding goes hand-in-hand with strategic planning (link to strategic planning). There are many aspects to branding. Most people will think of the obvious like a company’s logo, tag line, slogans and style guide. While these are very important, they are just the beginning.

Branding is the entire experience a customer has with a company and its products and/or services. Many companies stop short and leave the experience to the unique discernment and opinion of their employees. This is especially dangerous when the mission, vision and values of an organization are unclear. On the other hand, some companies provide an almost choreographed and scripted experience. It’s all in the details like how the phone is answered, how people present themselves at networking events, how quotes are delivered, how referrals are sought after, etc. A local example here in Elkhart IN is Welch Packaging and their “Welch Way.” They have a particular way of developing relationships and a “way-of-doing things” so that their team members live out their brand every day.

Even more, consider your organization’s use of technology, your offices, your team members, your building’s architecture and signage, your processes, your “style.” Does your company have Mojo? Does your company have a “way-of-doing things? Does your company have mantras, slogans, sayings, traditions? How do people feel about your company? That’s branding in its fullest state.

The Brand Gap, by Marty Neumeier, 2005 and Slideshare “A brand is a person’s gut feeling about a product, service or organization.”

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“Systemizing” your business and “Branding” your business probably seem like very different ideas but in fact, they are one and the same.

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