Many business owners sincerely believe they understand their company brand. They can describe it, quantify it and explain its place in the market. They can recount corporate history and accomplishments and detail future plans and goals. These are all necessary items for communicating a company's brand message, but they are also the most superficial ones. These descriptive attributes tell us about what the business does, but not who the company is. The true power of a brand does not come from the what, where, when and how. It comes from the "who" and "why."
Think about it for a minute. Almost every organization can cite what they do, where their offices are located, when they started and how they do what they do.
Read Phil's entire article Dig a Deeper Well… How to Tap the Power of Your Brand Image
Phil Davis, our official Branding and Naming Expert
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