Many businesses and organisations have a good idea of what ‘branding’ is:
Logos. Ad design. Typeface. Taglines.
It’s true that all these creative elements contribute to a brand. But it’s not ‘your brand’.
Your brand is the way your customers (and potential customers) feel and think about your business.
The right brand should speak to your potential customers. It tells the story of your business and personifies a company’s voice and vision. An effective brand must be iron-tight, without different logos, colours, creative designs, and messages used in different places at the same time.
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