Why Your Branding May Not Be Working

Your brand is integral to promotional and sales success. The Canadian Marketing Association defines branding as "the strategic development and management of differentiation through a unique identity." They continue, "branding involves not only the creation of a meaningful name but a differentiated symbol or word mark, which illustrates the brand personality." I agree with everything they say, but I feel their definition could use an upgrade.

Today's more consumer-centric ideology combined with online marketing/communications compel us to consider a much larger notion of "brand." Brand is no longer limited to the corporate mission, vision, visual identity and tagline.