What’s In a Brand? (Spoiler Alert: Everything!)

Your brand is your business’s operating system. It’s the framework on which every decision hangs–or, at least, should hang.

But what happens when your brand is damaged? (Windows Vista, anyone?)

What happens when your position in the marketplace changes–and so does your supporters’ perception of you? (Take a look at Southwest Airlines, no longer a challenger brand, but number 1 in the United States.)

What happens when the people on the front lines–the ones interacting the most with the customer–don’t agree with the direction in which leadership is taking the brand? What happens when an organization’s leader can’t stay on the brand message?

It’s a lot to think about–and that’s exactly what Bizability Group executives were doing on Feb. 28, at the KPCC Forum presented by Claremont Graduate University’s Drucker School and 89.3 KPCC. Laurence Vincent, author of Brand Real, and KPCC business and economics reporter Matt DeBord conversed about major brands and fielded questions about branding for smaller companies.

“Everything we do–from web development to PR to social media campaigns to private placements–everything incorporates brand messaging,” said Bizability vice president Elisabeth Deffner.

“We’re always looking for new ways to help our clients strengthen their brands–and to help them understand how vital consistent brand messaging is. This seminar sparked a lot of ideas that our clients are going to be very excited about.”


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