Branding is all about emotional response. We stop asking ourselves if rationally we need it and start thinking about how compellingly we want it. We stop trying to determine if we should trust a company, because we already feel as if we know them.

If you don’t already, then consider branding as the nucleus of your marketing approach. The centre around which everything else should orbit. Without branding what you sell is just stuff; with a strong brand your business can be transformed into a recognisable purveyor of in-demand products and recommended services.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. Jeff Bezos

So, branding is fundamental. To harness it we need to understand what the essence of your brand is – the feeling or thought that you most want people to walk away with after interacting with you. If there isn’t a lot of clarity about this floating around in your office, then don’t panic.

Most successful branding starts with a story, an experience or an anecdote, hardly ever with a mission statement or corporate objectives anyway. We can help you, through a series of discussions, to pin-point it.