Brand Your Business
When customers see your logo or hear your name, what impressions do they get? How does your branding message impact their cognitive and emotional response to your company?
Customer perceptions and relationships are determined to a large degree by your ability to create a consistent image that is conveyed through every interaction and activity that involves your company. Branding your business is more than a single campaign; it is continuous and it defines the relationship between you and your customers, prospective customers, employees, vendors and the media. According to Charles R. Pettis III, president of BrandSolutions Inc., “A brand is a proprietary visual, emotional, rational and cultural image that you associate with a company or product.”
While branding often is associated with highly visible expensive campaigns, it also can be effective by using available resources and starting small.