Archive for December, 2009
Have the Courage to Create a Brand!
Posted by Jane Adamson on December 1st, 2009
Branding is a tricky subject to discuss with small to mid-size companies. It’s a concept that’s more easily associated with consumer products, packaged goods, or the Fortune 500. Branding books use examples like Starbucks, Apple or Dell – examples that don’t resonate with midsize service companies, B2B companies, or industrial product companies.
Many of these types of businesses think of a brand their logo, the look & feel of their web site, or their slogan. Unfortunately, a brand is none of those things. Instead, we define a brand as the combination of what you sell, how you sell it, and to whom. The result is an experience that your customers trust, and it can create substantial value because the right customers will be willing to pay a premium for that experience.
