René Descartes famously said “I think, therefore I am;” for businesses, the corollary is “we brand, therefore we are.” Simply put, branding proves your organization exists in the world! Branding encompasses everything that places your organization in the mind of your target audience.

Your brand includes but is certainly not limited to: identity, mission, communication, values, tone, voice, customer experience, emotional connection, events and, yes, design elements like logo, fonts and colors. These components are all interrelated and must involve smart strategy and alignment with your organization’s strengths and purpose to succeed, as consumers quickly flee from companies that don’t deliver what their branding promises.

Too many business owners think their strength in the marketplace is “everything,” so they attempt to project the image of being all things to all people. Their branding ends up vague and disconnected — making it, and them, unmemorable.

Branding also resonates within an organization. Internal communication like employee newsletters, e-blasts or other initiatives help create a sense of unity and shared purpose. Websites and social media accounts are designed to be used by team members and target audiences alike, and should reflect your branding consistently across all platforms.

Solid, smart branding will set your organization or product apart from all the other options available — both to your market and to your current and potential team members. It does not have to tell your whole story, it simply has to create a connection. Once customers or clients begin to recognize your presence in the marketplace, your branding elements do the work of keeping your organization in their minds. Consistent marketing builds on this, creating trust and loyalty over time.

In our modern information landscape, building that bit of trust is not an easy task. Branding that tells your story well, that resonates, is more vital now than ever. Business owners cannot just hang a shingle and wait for customers to beat a path to their door. That idea is so outdated that most of you reading this don’t know what a shingle is, or how to hang it.

We can help. Not with a shingle, but we’re great with the 21st-century equivalent: websites and smart marketing. Whether you want to be noticed in your local market or on a national scale, we have a team of communications experts who can help shape your brand and bring it into the spotlight.

You might need to build a brand from scratch, or refresh the branding that you’ve been growing out of. Or you might need specific help on a project that you want to seamlessly blend with your established brand. We understand that your brand is reflected in everything from the color of your company vans to the way your team members answer the phone. There is no unimportant piece of that puzzle, it has to work together to work well.