To the world, you are what your brand presents.

In the blink of an eye, your organization is judged by its brand. Are you bold? Clever? Strong? Innovative? Do you have the values they seek? Can they trust you?

Too often, people mistakenly think a logo is a brand. Brand is a comprehensive suite of graphic and terminology that together become the essence of an organization. When you see the "swoosh" of the Nike brand, you think more than sneakers. You subconsciously understand quality, celebrity endorsement, stability. The Nike corporation has accomplished this through a series of strong, consistent, repetitive messages that support a concept. You need the same kind of plan to establish your brand.

In a world of communications and media, brands allow us to pre-qualify our decisions before we experience a product or service. Consumers have many choices to make in a very small amount of time, so they allow branding to help guide their choices. Brands have distinct personalities, built in part by advertising, colors, shapes, sounds as well as the consumer's own experience with a product or service. As a result consumers learn to trust and build loyalty towards different brands.

To truly utilize a brand we must first understand and plan for how it interacts with its target audience. Most often what weakens the consumer's opinion is fragmented communications. Advertising, print materials, web site(s), and electronic communications must all be linked within the same brand experience. This is critical to the consumer's opinion of the product or service, fragmentation is usually viewed as something negative leaving the consumer to think about why things aren't neatly tied together instead of paying attention to what it is you are trying to communicate.

  The brand must be neatly integrated into all forms of communication, particularly the Web. Never before has there been more opportunity to communicate directly with a consumer. Through eMessaging we are able to deliver a branded message right into the consumer's email inbox. The links in the message lead them to a website that supports the branded message and drives home the experience of the communication. If all of these things don't match the consumer's expectations the entire opportunity is wasted because the consumer may now view the product or service as disjointed and fragmented.