Branding
Just wanted to share with all of you a slide that I give when introducing a branding strategy.
The brand communicates the desired essence of a company or product(s)/service(s)
By communicating the brand and its essence, the brand will have a “life” – meaning, “it will take on a life of its own”
The only option that a company has in “controlling” that life is to place its logo’s and taglines in all outgoing “signage” (i.e. correspondence, web, etc.)
Once the brand starts for a company, it is extremely difficult to “change” the brand – without extreme cost and time
Lastly, it is advantageous for a young company to not define its brand in “concrete” but to keep it “fluid” so it can change the brand and position as the company matures
