A popular opinion among business owners is that a company’s
“brand” is comprised of a name and a logo. As marketing professionals, we know
this is not true and there is much more to a brand than that.
While searching for the right words to explain the true
meaning of a “brand”, I discovered Amanda Bowman’s interpretation, which is a great one.
“Your company's
own brand is the sum total of the experiences your customers and prospects have
with your company. A good brand communicates what your company does and
how it does it. A good brand also establishes trust and credibility with your
prospects and customers. And because a brand evolves over time, many
companies, including some of the most successful ones, rebrand.”
This
interpretation of a brand and why some choose to rebrand concisely communicates
how we approach brand with our new clients. When branding new organizations,
our process carefully examines how they see themselves internally and
externally, their values, products and who their target markets are.
Rebrands are
just as much work as initial branding, but when done successfully, they can
allow organizations to carry forward their brand equity and establish an
identity that more closely aligns with their evolving culture.
If you’re
interested in branding, check out this top-shelf infographic by Custom Logo Shop.
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