The commitment of any organization to provide a consistent level of performance, and to dedicate major resources to accomplish that performance, builds the brand, not a USP.

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not only is the brand defined by stakeholders, the stakeholders are part of the brand just as much as your name, logo, trade dress and tagline

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The demographics and psychographics of your major customer types really is as much a part of your brand as its mission statement, name or logo -whether you like it or not!

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Brand management need not be a full-time job in small organizations, but the smaller the company, the higher up the corporate ladder responsibility for brand management should reside.

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When it comes to branding the company, direct access to the CEO and other senior staff members is essential. After all, they are the folks who set the direction, determine the values, vision and mission for the company, and reflect the corporate personality and culture.

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As you develop your brand, as you build your branding platform, be sure packaging is an integrated element, not just an afterthought.

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I’ve been doing a series of blogs about brands that make me scoff – that is, brands that are incredulous. Usually this incredibility comes from specific ad campaigns rather than from a brand platform. How do I know? Because they’re vacuous.

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People remember bad experiences with a brand and assume the experience will be just as bad the next time. But there’s another side to the coin

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