How Branding Works

Many people are leery of branding. They want a brochure, and someone sells them a brand, and that is seen as overkill and just plain expensive. This begs the question: When and where is branding appropriate and how does it work, anyway? To get a taste of how Basis addresses this topic, we have prepared a number of short written briefs on the subject.

Getting Started
A brand is a feeling in your belly after you have experienced an organization. For example, it is the sense of being special after staying at the Ritz; it is the sense of convenience and consistency we get as we eat our McDonald’s burger; it may be the sense of peace after selecting Brinks to install your new burglar alarm. What do you want your clients to experience? How does that experience look and sound? What effect does that have on how your staff answers the phone? How does it affect your budget for next year? How does this affect whom you choose to hire? These all contribute to that feeling in the belly that your clients have. That is a brand. It is so much more than a logo, tagline or matching colors.

To hear more about how this journal came to fruition, call us at 703-536-9775.