How to Understand the Concept of Company Branding
Posted on 10. Jul, 2011 by How To in All How To Videos, Business, Feature
What is a brand? What conveys your brand to your customer? Is it your choice of trade show display? Is it your logo? Is it your selection of promotional products? Is it your company slogan or tagline?
Simon Middleton is a UK-based branding consultant, and he takes the time in this video to explain what Brand (with a capital B) really is.
Middleton tells us that a brand is the “collection of meanings we carry in our heads and hearts” about a particular organization. That the brand does not belong to the board members of a company, but to the public that is exposed to that brand. Furthermore, he says that until you figure out what you want people to FEEL about your brand, you can’t market it, because you’re not marketing anything.
So, it would seem that it takes some corporate soul-searching to figure out what it is you want to market. Once you figure that out, you can market till your heart’s content.
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