Posted by: DrAlanRae | March 31, 2008

Branding and Vision 1

I’ve been asked to create a workshop on Vision and Branding for who are our local chamber of commerce which also runs the Business Link here. The first one is going to happen on 15th May so here are some preliminary thoughts.

Brand is the tangible expression of the business. It’s so important that it represents up to 85% of the value of many corporate businesses.

A clear identity makes it much easier to close customers, attract and motivate staff, secure distribution and win contracts with larger organisations. And it makes it much easier to raise finance. Its real value is that a clear business identity is taken as a symbol of risk reduction, by reducing uncertainty and suggesting consistent delivery.

Yet many business people don’t really understand branding. It’s not just a logo – it encapsulates the purpose, value and behaviour of the whole company. If your business is going to grow you need to be conscious in your branding.

I’ve come to believe that branding is too important to be left to the experts.

While you undoubtedly need the help of professionals to crystallise the brand in visual form you also need to take responsibly for articulating your vision to them, making sure they succeed in representing your business to best advantage and for policing the use of the brand after the event.

The brand seems to represent a promise, an articulation of what our values are and how we connect our needs with those of the customer on some emotional level to encourage them to want to work with us.

One thing I’ve become increasingly interested in is how the different tools of shape, colour, font and sound work to capture the essence of who we are and what we do.

I’ll be talking some more about some of these ideas over the next 2-3 weeks as I put the finishing touches to the workshop



  1. I believe that getting people to understand what they do and what they want to do is a critical step in the branding process. We have had several clients try to build a brand around what they realy didn’t want to do. It can save your customer time, money, and emotional distress.

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