This is a question I get from clients a lot and my response is always the same. "Of course you do marketing - we all do ... and you do have a brand, whether you want one or not".
The reaction I get to this is... "but I haven't decided on what my brand is".... my response... "Your customers have decided your brand while you were trying to work it out ... and it may not be the one you want"!
It always amazes me that businesses put some much effort into their marketing, advertising, research, etc and yet spend no time determining what the brand will be. The message may not be consistent, the interaction may not be consistent and the relationship may not be consistent ... getting the picture? Branding is about being consistent so your customers know exactly what to expect and then get the brand experience you want them to get... not the one they decide for you.
Moral to this blog - brand yourself or it will happen anyway. You can then decide your brand and reinforce it with all you do. (BTW - we are not just talking logos and images here... but that will be a future blog)
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