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Branding defined

By: Scott margenau at ImageWorks Creative

Submitted on Wed, Nov 22nd, 2006 12:00 am

What is Branding?
Simply put - your “brand” or “corporate image” is the impression formed at every point of contact with your prospects and clients.

Branding is the combination of imagery and content. Perception is everything in the business world. We call this the “outside perception” in the advertising business. Everything that comes in contact with a customer, such as brochures, direct mail, web sites, advertisements, presentations, e-mails, signs, exhibits, sales people, etc., help to form an opinion (good or bad) of your company. Your brand begins with your logo - also known as your “mark.”

“Your logo is often where a prospect’s first impression of your business starts, and sadly in many cases, ends.” Scott Margenau, President of ImageWorks Studio

A prospect should be impressed by your logo and be able to easily figure out what your company does. Your tag line needs to further define your market niche and invoke the prospect’s curiosity.

A successful branding program will be multidimensional emphasizing the total customer experience. It must convince your prospects that you are the only clear-cut choice to fulfill their expectations.

"Branding is about more than the sock puppet. It’s about the total customer experience. Companies haven’t focused on the entire package.” Kelly Dixon, director of e-branding at Accenture in Chicago.

ImageWorks can help you build a brand from the ground up, or re-brand a “tired” or outdated corporate image. It’s never been easier… simply request your FREE “Image Check” at

About the Author

Scott margenau
ImageWorks Creative
The clear difference and distinctive advantage ImageWorks Studio (IWS) offers is the passion that is transformed into every media we develop.

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