BRAND PERSONALITY by Scott Bettinger

A common word used when talking about marketing and advertising is the word “branding.” Branding is basically the personality of your company or organization. It’s what people assume, think, preconceive, know, or say you are. It’s the perception, whether truth or not, of who you are. Your brand should be consistent amongst all mediums and voices. Most organizations overlook or don’t place significant importance on their branding because they don’t believe it to be tangible. The truth is, you can’t control your brand in the minds of your community. You can guide it and try to mold it, but you can’t control it.

In order to begin your search for what your “brand” needs to look and feel like, you need to determine that which it is about your organization that is permanent. What’s at the core to you, your vision, your values, your purpose? What’s true today, what’s true when you started, what will be true in 20 years from now? These questions will guide your process and keep you grounded as you evolve your organization.

This month’s ELEMENT is devoted to branding. At Echo Media, we partner with all types of organization through the discovery, development, and implementation phase of your branding efforts. Drop me an e-mail and I’d love to evaluate your current and future branding and marketing efforts.