Every business needs to establish a strong emotional link with its customers. The best way to do this is to create a business brand that conveys those qualities that you want your product or service to represent.
Companies like Apple, Google, and Microsoft have built brands that embody their corporate values and which help them to attract new clients. A business with an effective brand strategy can gain a tremendous competitive advantage and even charge a premium on the basis of the trust that its name evokes.
But how can you build your business brand and what exactly should it convey?read more
Do you own your brand? Maybe you designed the logo, chose a name, built a website and crafted a witty slogan, but none of that means you actually own your brand. A brand is more than a name, patent, trademark or slogan — it’s the perception of who you are and what you provide. So, essentially, it’s your customers who own your brand, not you.read more
3 must-haves for a successful rebranding campaign
Thinking about re-branding your business? Change happens in a business that is constantly evolving, whether you take action or not. A conscious re-branding effort helps put the direction back in your control. It’s impossible to remain stagnant, so start asking yourself whether you will only need make a few small adjustments or to embark on a massive overhaul. Every business can benefit from some changes according to a consultant for The Boston Consulting Group (BCG) Michael Silverstein: “Even awkward first steps toward improvement are highly regarded by consumers.”read more