There is a misconception that branding consists of a clever tagline (or positioning line) located under a logo in the corner of an ad.

Your brand is much, much more than this. It’s the graphic consistency of your advertising, web presence, packaging and any collateral your customers interact with.

It’s the choice of media you choose to advertise in.

It’s the emotional response that customers and consumers feel when they think of your product and company. Do your customers connect with what you sell? When they pick up your product, does it evoke a feeling? If they have a question or comment can they easily contact someone for an answer? These are a few of the building blocks of a strong brand.

Let’s all admit that the number of impressions we make is far less important than the quality of impressions we make. Simple repetition of a brand message does not break through the clutter, it only joins it. So how do we penetrate today’s visual melange and engage our audiences?

            - J. Duffy