Don't they? In my experience, most people in advertising as well as business owners and managers do not have a true grasp of branding. Most simply think that branding is getting your name out there, advertising consistently or making sure the logo looks cool.
Branding is affected somewhat by those factors, but that is not branding. The act of branding is to attatch meaning to a name. When someone hears or sees your business name, what do they think of? In order to brand your business, you must decide what it is that you want people to think about you and then begin to create that image in the mind of the consumer in everything that you do. Refer to the marketing bridge article from a few days ago to remind you that just as marketing is any touch between you and a potential customer, your brand has to be consistent in every area of the marketing bridge. http://covertmarketingstrategies.blogspot.com/2009/06/how-is-your-marketing-bridge.html
Here is the tough part. You have a brand right now, good OR bad. What are you doing to control the evolution of your brand. Do you really know what you want it to be? What do you want your name to mean in the mind of your customers and potential customers? Figure this out BEFORE you begin to advertise. Send me an email at rcovert@gpmnow.com if you want to talk about developing a strategy for YOUR brand.
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