Branding Is More About Making Better Decisions

Than It Is About Marketing

Every day someone asks me, "So, what do you do at BoldStroke?"

If I reply, "We help organizations discover and live their brand," they often reply, "Oh, so you're

in marketing."

Unfortunately, "branding" has become synonymous with "marketing" which severely hinders

an organization from realizing its growth potential.

Why is that you ask? Well, by thinking of branding as only impacting your marketing, you leave your

organization in a vulnerable position. If it's only about marketing, your marketing may not reflect

the truth about your organization - which can destroy relationships inside and outside of

your organization.

When you go through the branding process in a truly authentic way, your brand can become the

guiding beacon for every part of your organization. When you live your brand, it becomes the

starting point for ALL decisions in your organization from your business model and organizational

structure to the way everyone in the organization approaches their work day-to-day.

And it also impacts marketing, but not only in the traditional sense (logo, tagline, advertising, etc.).

Your marketing becomes much clearer (you may even say easier) because it becomes a

true reflection of who the organization is and what it does on a daily basis.

The brand then can facilitate the creation of trust-based relationships inside and outside the

organization. Employee retention is no longer an issue. Employees and clients tell others about the

value your organization has provided. Client loyalty becomes just a by-product of being a brand

focused organization.

Decision making is no longer such a fuzzy process. Growth occurs consistently without

the need of the artificial boost of discounts and massive advertising spending.

Is your organization brand focused? It can be. If you have questions, or just want to know how

to get started, feel free to contact me now or take some time to peruse the rest of our site.

All the best,

Charles Collie

Managing Director | BoldStroke Consulting