Published: 01 August 2006 Branding adds value! This has always been the point of branding whether you are branding a product, service, company, event, yourself or your art.

A brand is more than just a logo. A brand is about everything a company does and says. A brand is defined by its actions and the material it produces, consistently reinforcing messages that the brand wants to communicate. It should provide the customer with the same experience time and time again as they come into contact with any of the brand’s touch-points. 

Coca-Cola is one of the best known brands – it owns the recipe and the intellectual property but not the factories where the product is made and bottled. An executive once famously said, “If Coca-Cola were to lose all of its production related assets in a disaster, the company would survive. However, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.” This is branding at its best!

In order to communicate effectively a brand needs a toolkit – made up of: Logotype, colours, typefaces, style of application and tone of voice.

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