Your company doesn’t have a brand [Video]

In this Vlog, Grant Leboff explains the difference between having a brand and having a great reputation.

Just because you have a company name, logo, Facebook page and website, it doesn’t mean you have a brand.For a brand to be a brand, it has to evoke meaning with your target market.

If you run ‘Jane’s Party Planners’ for local businesses, but your logo or name doesn’t necessarily evoke meaning with that community, you have no brand.

You see, people may know Jane herself, but that just means Jane’s got a great reputation, but the company name might not be evocative at all.

Many people in business succeed on their own personal reputation, but you can’t mistake that for a brand.If you do want a brand, you have to think about the emotional connection you want with your audience.

What do you want that logo and name to mean?

…