Lots of organizations ask us for a "new Brand". What they typically mean is a new name, or icon, or a new look and feel for their existing name. Lots of people think that brand begins and ends there, once we polish up the name they can put it below their email signature, pop it on their website, create some sales tools, put out a big sign and they have a new brand.
What they do not understand is Brand is much more than a name or a logo. Brand is everything, and everything is brand.
- Brand is your strategy.
- Brand is your calls to action.
- Brand is your customer service.
- Brand is the way you speak.
- Brand is the whole array of your communication tools
- Brand is your people.
- Brand is your facilities.
- Brand is your logo and visuals, too.
A great Brand deserves a great logo and great graphic design and visuals. It can make the difference between the customer choosing between your products and services vs. your competitor. But these alone cannot make your brand great.
Brand is about caring about your business at every level and in every detail, from the big things like mission and vision, to your people, your customers, and every interaction anyone is ever going to have with you, no matter how small.
Whether you know it or not, whether you have a slick logo or not, you do have a brand. The question is whether or not it's the brand you really want.