Brand Aid
From the basics to the big time, expert advice on building brand awareness
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Sean Norris
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Ed Roach (ER): It is important to have an understanding of what a brand is—and then understand what your brand is. First off, a brand is not your logo. Your logo is only the face of your overall corporate brand. Your actual brand is your reputation in the marketplace. It is affected by all of your stakeholders (customers, employees and suppliers). If you were to stop someone on the street and ask them to tell you what their understanding of your company is, then their response would be their perception of your brand. That perception or reputation would be your brand—good or bad.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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