Brand Strategy - Brand Identity Guru

If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brandor have its famous brand but no facilitieswhich would you choose? Its not a trick question. But it demonstrates the power of the brand. Walk into any bank and say hi Im Coca Cola, how about a loan!

Let me ask another way. If you could have all the products or services your company produces, but not its name and brand, are you confident they would sell? The truth is, people dont only buy products and services. They buy promises and reputationswhat brands represent.

Im the Brand Identity Guru. Ive spent most of my professional life helping companies tap into the strength of their brands. Developing a strong brand identity is critical to any companys success. Integrating brand-conscious thinking into communications is so critical, so synergistic, yet its seldom done by design groups and advertising agencies.

Why? Its just not what they do. Graphic Designers dont understand positioning or branding. And ad agencies are more interested in placing ads in the media. Or creating work that wins awards for them.

A branding companys total focus, their entire business practice, is based on the maxim that strong brands (new or repositioned) make companies more successful.

Pick the brain of a professional branding consultant. Its bound to spur some powerful ideas. Whether you need to brand or re-brand products, services or the corporation itself, introduce new products or services or reposition existing onestheres a chance to lay a strategic foundation to re-energize your entire company.

Any qualified branding consultant can strengthen your companys brand identity for sure.

Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Franklin Sports and many others, including numerous emerging growth companies.

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