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Branding Does Not Require a New Logo

Posted by: Rod Kurtz on September 11, 2009

Branding is a hot topic—but what does it really mean? Branding is the impression that you leave on everybody who interacts with your company at every touchpoint.

Therefore, it’s critical to understand how and where your brand affects and influences prospective customers. A brand is not simply your logo or tagline. It’s how your customers perceive you and the impact that that impression has on their relationship with your company. Are you the highest-quality provider, the least expensive, or the firm with the best customer support? Do you know which of these traits is most important to your customers and how you fulfill their needs?

In reviewing your brand, you have the opportunity to evaluate and expand your customer touchpoints. Carefully analyze how you communicate with customers and determine if these methods are still valid. If you’ve been advertising in the Yellow Pages for the past 20 years, do you know if customers still find out about your type of services this way? Or are they looking for you through search engines or online review sites, or perhaps through social media tools like blogs, Twitter, Facebook, or YouTube?

Once you have determined which connections and touches you’re making, make sure you’re creating the right ones. Whom do you need to connect with to improve your business, and who needs to connect with you? Where are they? Can you meet them at networking events, through your Web site, or in social media groups? This is a great time to reconnect with colleagues and former business associates, but make sure you know where they’re looking for you!

Beth Goldstein
Marketing Edge Consulting Group

Reader Comments

Tami M Pederson

September 11, 2009 4:05 PM

Thanks Beth for putting the questions out there that business's often overlook. Excellent tip!

Rob Meyerson

September 11, 2009 8:10 PM


Thanks for picking a business-critical topic and reminding readers that a brand is more than a logo (something that always needs repeating, no matter how often it's been said).

But I'm concerned that your post glosses over the importance of determining a credible, relevant, and differentiating brand position before thinking about communications tactics and media. Brand positioning (or repositioning) is a significant undertaking but its importance can't be underestimated.

Emily Brackett

September 13, 2009 7:35 PM

Great points. Branding is a hot topic and a broad topic. Even when you are talking about building a brand identity, which is mostly closely associated with a logo, there is more to it than the logo itself. I think it's important that a brand's visual identity be comprised of a color palette, fonts, graphic treatments etc. Here are a few tips:

Beth Ross

September 29, 2009 11:33 AM

We live branding and brand thinking here at because everything you do and create in business needs a welcoming look. Branding is how you attract customers and it's also how you keep customers coming back for more. We recently did a website redesign for our client Arthur Groom a leading jeweler on the East coast. As branding back up to the new website, we also created direct mail pieces highlighting what Arthur Groom knows about his field in the world of jewels. One design focused on bridal events. Brand thinking once you do it becomes an automatic branding muscle to support all aspects on how you are perceived in the business world by customers. Don't overlook how your business should look.

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