Graphic design firms have for years neglected a key space that can bring them a significant new stream of revenue. Most of this missed opportunity is due not understanding the opportunity of branding. For far too long, graphic designers have called developing logos “branding.”
When I discuss branding with companies, one key element in our discussions are the company brand values. It is commonly understood and agreed that without them the company would cease to exist. They are the foundation of the company.
If your brand is weak, it’s time you put a concentrated effort into shoring it up. Don’t delude yourself into thinking that what I am talking about is changing your logo and slogan. As a matter of fact ignore those items. Concentrate on your reputation.
Is your brand in a whirl? Many a CEO have ignored the signs and are afraid to contact their brand doctors. Some fear the embarrassment of having to admit that they have long ignored the obvious and suffer from denial. Many simply have no idea why they are suffering and are just confused and anxious.
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