Branding is More Than Label on Product

Let’s hope so. I know I’m going out on a limb here, but I don’t believe branding is something you do. Branding is the end result of ALL the things you do. It’s how your customers and potential customers feel about you, your business, your employees and your products. Surely the things you do, the colors you use, the lighting in your store, the salience of your advertising make a difference in your results at the end of the day. But you can not simply go out and hire someone to build you a “brand.” Can’t be done.

This is a decent story. It’s just missing that last connection. Branding isn’t something you do. It’s the result of the things you do.

Among the reasons why small businesses fail, D’Alessandro said, is “they’ve developed a bad brand, not necessarily for a product, but how they operate.”

They didn’t “develop” a bad brand. They simply didn’t live up to their customer’s expectations.

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