We are amazed at the number of people (potential clients and one or two designers) who get confused over 'branding'. They think that branding is simply 'the brand', the trade mark that represents their company.
If only.
But that's not branding that's just a mark. It's an unintelligible scribble until you give it meaning. And it's that meaning that is the real brand.
Want some examples?
In the 70's and 80's when you saw the Volvo trade mark, you immediately thought of safety.
Same as the Nike Swoosh = a determination to be the best (just do it) and the Coke dynamic ribbon means 'refreshment'. A modern brand is an emotion, not an image. It's a promise the consumer can believe in and trust. And with a strong brand, every part of the company's communication works harder, including retail and social media.
Yes, that's right, you need brands in Social Media as well.
From here on in I think we'll stop talking about brands and instead talk about BusinessDNA. That way there's no doubt we're talking about more than just a pretty scribble.
Creating Talk. Generating Commerce©
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