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A brand is SO much more than just a logo. The proclaimed “Father of Advertising” David Ogilvy said the brand is “the intangible sum of a product’s attributes.” That’s quite an undertaking for what most of us thought is just a pretty picture stamped on all your merch. Your brand is how your company speaks to the world. It’s effectively your company’s face, voice and personality that needs to grab the attention of your customers, as well as differentiate you from competitors.

As we enter the season of resolutions and healthful habits to carry us throughout the year, have you thought about the health and vitality of your company’s brand?

A healthy brand communicates a sense of trust and integrity because it’s essentially a contract between your customer and your company. Your brand contains your quality, service delivery expectations, customer service ideals, and the feelings and perceptions one encounters when seeing your brand “out on the street.” Phew! That’s kind of a lot, isn’t it? That said, giving your brand a tune-up every now and then is a great idea to make sure your company and its business practices are aligned with everything your marketing strategy says it’s doing.

Remember, branding is a verb. And branding your organization includes just as much in the perception department as anything else. Ensuring your brand is showcasing that vitality and youthful spirit is a function of taking its pulse. Some questions you may consider asking:

  • What do people like about us?
  • What is unique about us?
  • What do we do better than anyone else? 

Once you have the answers to these questions, be sure to work them into your branding strategy (read: how you tell your story to the world). If they are largely missing from your brand’s personality, it’s time to sweat it out in a branding bootcamp. (And yes, I can help be your coach!)

Keeping your ever-evolving and organically growing brand healthy is like taking care of your body. Take care of it, and it takes care of you. So, as you map out your 2021 resolutions for fit and fabulous, be sure to throw a nod your brand’s way to make sure it’s ready to rock and roll for all that we have in store for the coming year.