Every company has a “brand,” whether we like it or not. The art of successful branding is making sure that the brand you want your company to have is in alignment with the brand you actually have.
A company’s brand is the public’s perception of who you are as a company, your differentiators, your culture. First and foremost, our target audiences must have that perception molded for them, while all other publics share that brand perception in their first exposure to the company.
Branding is a discipline that requires the implementation and integration of a great many marketing tactics, including the company logo, its tagline, the Web site, brochures, spokesperson’s personalities, external messaging, internal communications and press relations — and much more.
Branding, like all marketing tactics, is a process, not an event. It is ongoing and all-encompassing. Working with Identity, you will begin the branding process, but you will never complete it.