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What's in a Brand

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[dropcap]W[/dropcap]hen you say brand, most people will think Logo. But branding is more complicated than that. It is the combination of logo, print, package, history, campaign materials, and customer experiences. Your brand connects with your customers in an emotional and psychological way. What defines your business is not what you think about your brand, but what your customers think of it. Don’t think for a second that having a good logo, or some good packaging alone will help boost sales and customers.

The trick here is to be good enough with your business so people will want to remember you. Then have a brand identity that helps back it all up. If it’s something we can all agree on, it’s that people love to be a part of something, a group, organization, club, whatever it is, we want to be a part of it. Your customers will proudly boast your cool logo and packaging if you deliver the goods.

Take Apple for example. They have a cool logo, fantastic packaging, innovative designs, but it would be nothing if they couldn’t back it up with quality service and inventions. Apple is expensive, and it’s not something the average person can just buy. But because of their brand, it makes it easier for all of us to stretch that dollar to get those awesome things. If Apple was terrible with customers, or their service was bad, everyone would know, and nobody would buy their overpriced gadgets. That is a good example of an overall brand.

So if you’ve provided great service for 5, 10, or even 20 years, and you never put much thought into a logo, maybe it’s time for an upgrade. If you only thought about your logo, and don’t do much to help your customers, then you need to focus on them, not the logo. Good customer service can lead to people talking, which leads to popularity, which leads to possible free magazine recognition, which could ultimately boost your reputation to new heights. Think about it.

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