We live in an era where most products and services are more or less the same. So how should you set yourself apart from your competitors?
The difference is often brand. And by that we aren’t simply talking about your company’s logo or visual profile. Rather, what we are talking about are the associations that your company or product create in your various stakeholders.
All branding work must be grounded in a clear and fundamental strategy. This is based on corporate culture and values. You need to establish a tool for all your communications. It has to create the right relationships. It has to weave in emotions and perceived values into what we are offering. And, above all, it has to build trust.