Fancy logos and brochures no substitute for delivery on your promise

When people think about branding, most think of brand leaders such as Coca-Cola or Nike. The reason? They have a sharp logo, a catchy slogan, and a powerful mission statement coupled with big-time advertising and lots of buzz. But is that all there is to branding?

Naturally, logos, slogans, and PR help communicate your message to the marketplace, but they alone do not a brand make. In fact, a brand is simply what people think about you based on the promises you make. And these promises are made real through the countless positive interactions between you and the market, delivered by your people, products and services. continue reading »