Why are some companies wildly effective with branding, while others struggle? It’s good news that money is not the answer. The key is realizing that branding is comprised of two parts – the brand and brand messaging.
A brand is intangible, it is a promise of value. Brand messaging is tangible, communicating that value. Think of a living creature – soul and body. The soul is the being’s essence, its body and behavior define it.
The soul of branding is value, a promise to the public that builds an emotional bond with customers. If that’s not being communicated, your branding falls short.
– Bill Ellis, Branding for Results