Understanding Branding

What is a brand? Let's start with describing what a brand is NOT. A brand is not: just a logo, a website, a customer experience, or even the uniforms your staff wears, it's ALL of these and then some! You've spent your hard earned dollar creating a brand that suits you and your business, now what? You need a website that is consistent with the new shiny brand, you paid for. By having a website designed by a professional company, you've already begun the branding process. There are a lot of articles out there about branding, and while we don't know it all, we do believe the best policy is to treat your brand like the best possible relationship you could have with a person. Why do we say this? Think about it, when you walk into a BBQ joint and think about who their target audience is, now put that in terms of a person. We'd bet you now have an image of who their target is? By treating your brand like a human relationship, you see the representation your brand creates for you. When you can see this person or brand well enough, you'll know how to convey your ideas to your website developer and use it as a marketing tool. You'll be able to say my brand personality is tall, dark, handsome, with jet black hair, blue eyes, wears impeccable leather bomber jacket, has faded (but popular) jeans on, and wears only the best shoes. While this process may seem somewhat "girly," it is a very effective tool in describing your brand to everyone you know, because it give you the relationship to express what it means to you and how it looks. Try it on for size; we assure you, it works.

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