Simply put, a brand represents the perceptions and expectations of your customers and prospects. When they think highly of you, you have a rockstar brand, and when they think poorly of you, you don’t. And when they don’t think of you at all, you have no brand whatsoever (but that’s another matter).
BROKEN MARKETING MODEL
Most companies begin with a bright idea for a product or service. Whether they like it or not, the personality of their brand begins to take shape, as they create sales tools like a website or brochure. When the market shifts and new products and services are developed, they are faced with a choice: conform to the narrow brand personality already established or try something new every time. Either decision inevitably leads to a weak brand.
BRAND-CENTERED MARKETING MODEL
We don’t believe in weak brands around here. And we don’t recommend doing things backwards (especially when it comes to playing music). By establishing your brand’s strategic and visual guidelines first, you control the personality and defining characteristics of your brand. Sales tools become consistent and targeted. Products and services become an extension of your brand. Brand resonance builds – and so does your bottom line.
