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Why They Said Yes

In my 30 years in the branding and design field, I’ve found that building a brand is essentially the art and science of establishing patterns of familiarity, meaning, fondness, reassurances, and connections.

It's so important to understand and embrace this brand wisdom, because, if done well, it will shape a memorable and lasting impression of what you want your customers to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer. What makes you the better choice. It’s a perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception and true representation of who you are as a business, and how you wish to be perceived. Branding never stops. People, markets, and businesses are constantly changing and your brand must always be adapting.

There’s a structured process to branding, and it's oddly simple, but complicated too. First, identify who and what you want to be and represent, then translate that into meaningful assets. (e.g., visual identity, logo, color palette, font family, tone of voice, purpose, content, products, services, customer support, human relations, and experiences) Then you can begin to build a repeatable, familiar, and influential representation of your brand.

This is simply the first step in developing a brand strategy that can guide you in positioning your company and begin managing your brand assets, grow your business and exceed your customer's expectations.

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