Branding is often labelled as a woolly service. Admittedly, it is a bit soft. Many marketing activities can be judged on what has been created or resulting figures.
A brand, on the other hand, is a mix of thoughts and feelings. It is the impression you want to give. This in itself makes it a difficult thing to understand and cultivate.
That said, after interrogating and rebranding many small businesses over the last few years – and directing a small business myself – I understand the value of branding.
Often it’s good practice to start by working backwards. Ask yourself how you want people to perceive your business, then break down the fabric of what you already have to find the attributes that may give your desired perception. Look at how other powerful small brands are perceived and apply this logic. Read More….