Some great insight and professional tips on branding written by Mark Leech of Zazzle. I think he did a great job explaining how to set priorities when branding, as well as the importance of establishing some rules of the road along with a defined set of standards and a clear mission. Nice job Mark.
In these online times, a brand can be built in a matter of months, or even weeks, but the brands with lasting impact and visibility are those with history; built over years, with trust as their foundation. These brands have established themselves in their industries by building trust with audiences and generating reach for their message.
Of course, a brand does not just imply the public-facing side of the company, it encompasses everything about an organization – its people, its ethics, its goals – and it’s essential to consider this when looking at how a brand can become successful online. A brand can even be just you. A person.
“Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your company.” – Christopher Betzter, brand strategist