Tag: advocates

5 reasons why defining your brand is good for business
On / by Giles Etherington / in Brand, Branding

5 reasons why defining your brand is good for business

Recently, I was fortunate enough to attend a very insightful brand presentation by Marty Neumeier, author of many great books, including The Brand Gap, Zag and The Brand Flip. Marty is the one who coined the often quoted phrase “Your brand is not what you say it is. It is what they say it is.” He’s right.

But that doesn’t mean you don’t have any influence over what they say. Spending valuable time defining your brand and managing the communication of that brand, will go a long way to getting ‘them’ say what you want them to say.

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Emotional Decision making
On / by Giles Etherington / in Brand, Branding

Why you need to think about your brand before creating your branding

Your brand is the story you tell and the connection you have with your customer. Define this first and powerful branding will follow.

Think your brand and your branding are the same thing, right? Wrong.

This is a mistake that manystart-ups and small business make. They go out and get a logo designed before they have thought about the brand that logo needs to represent.

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