If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brand – or have its famous brand but no facilities – which would you choose? It's not a trick question. But it demonstrates the power of the brand. Walk into any bank and say "hi I'm Coca Cola, how about a loan"!
Let me ask another way. If you could have all the products or services your company produces, but not its name and brand, are you confident they would sell? The truth is, people do not only buy products and services. They buy promises and reputations – what brands represent.
I'm the Brand Identity Guru. I've spent most of my professional life helping companies tap into the strength of their brands. Developing a strong brand identity is critical to any company's success. Integrating brand-conscious thinking into communications is so critical, so synergistic, yet it's seldom done by design groups and advertising agencies.
Why? It's just not what they do. Graphic Designers do not understand positioning or branding. And ad agencies are more interested in placing ads in the media. Or creating work that wins rewards- for them.
A branding company's total focus, their own business practice, is based on the maximum that strong brands (new or repositioned) make companies more successful.
Pick the brain of a professional branding consultant. It's bound to spur some powerful ideas. Whether you need to brand or re-brand products, services or the corporation itself, introduce new products or services or reposition existing ones – there's a chance to lay a strategic foundation to re-energize your entire company.
Any qualified branding consultant can strengthen your company's brand identity for sure.