The major corporation tells us that, the majority would probably say thumbs up—branding is everything.
The word “brand” may be the most unlikeable, misrepresented, and misused the word in recent memory. So, while branding is a vital element to any organization’s success, the majority of companies might be coming towards it on a false note.
For years, businesses have branded themselves by operating on their own terminology. They assign one agency to develop their advertising, another to do their website and still another to design their workplace. The result is a weakened and potentially hollow brand made up of separate pieces, and a brand that never really makes a meaningful connection to either the customer or the employee.
New Reality in Branding.
In our chaotic marketplace, making noise isn’t the answer. The businesses of today don’t come down to what you sell or what you do. It’s about who you are and what you stand for. People don’t come to work every day for just the money, and customers are not discriminative shoppers anymore. They both almost have the same purpose, they want to believe, and they want to feel like they’re part of something larger than themselves.