If you charge for your products and/or services and operate in a competitive market, you are a brand.
Every business can differentiate in some way that is relevant to the marketplace. If you look closely enough, there's always something that is significant to prospects and customers that they can't get from your competitors.
Today's consumers are overworked and overstressed, with low attention spans and even lower desire to commit to anything that takes time to decipher. This is why simple design - be it in product, packaging or marketing - is imperative to a company's brand position in the marketplace. Consumers already feel overwhelmed by marketing messages and they won't try to understand your brand message if it's complicated or confusing - confusion leads to negative association.
The process of defining your brand doesn't have to be complicated and can be an interesting and engaging activity for key members of your team.
Six simple questions to define your brand
Lastly, whilst the external projection of a brand is crucial, if there is disconnect with internal views and behaviours it will not be sustainable as people will not buy into your brand values. Good brands need great people to champion them and must work inside-out.
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