The term “brand” has become one of those words that has been overused. If we had a dollar for every time we heard the phrase ‘brand’ , we’d be millionaires. But more a lucrative situation would be if we had a dollar for every time we heard a misconception about what branding is. It might be easier to start with what a brand ISN’T .
A brand is not:
• your logo
• your tagline
• your product
• your service
All of these things can be expressions of your brand but they are not your brand.
Here’ s the simplest way we here at The Desertsong Group define brand: Branding is about the promise of a distinct, memorable experience. It’ s about creating an expectation and delivering it consistently every time anyone comes into contact with your brand whether it’ s the way you answer the phone, how your website functions, your customer service process, how your office looks or how your product/service performs.
So Brand New
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