Why Bother Building A Brand?
At a retail store in Hernando not long ago, the owner and I exchanged business cards. I looked at his logo, and he studied the name on my card. "I know that logo. We've been in touch in the past," I said. "That's right. I know your company name," he said. Although we weren't able to pinpoint when or why we'd exchanged mail previously, we guessed it had been at least five years back. Neither one of us remembered any details. Rather, he had created a distinctive visual identity for his store, and I had devoted effort to linking my name with creative marketing. For at least five years his look and my reputation had lurked in the other's memory banks, while thousands or hundreds of thousands of other business identities had come and gone without leaving a significant trace. Why? Memorability. It illustrates a key element of successful branding. What is Branding? Branding is the process of creating distinctive and durable imprint in the minds of consu...