Everyone knows that the foundation of your business is your company’s brand—it will be posted on everything from business cards to the corporate website, company letterhead to marketing campaigns. Without a strong foundation who will identify you over your competitors? 

Large companies like Apple and BMW know the role a solid brand plays in the attainment of business success. I have had the pleasure to work for companies like Sears and Remax, both of which put serious efforts behind their brands and subsequently found success in their respective industries. 

But I also have worked for companies that have not branded themselves or have failed to settle on one coherent brand direction. Those companies are still the same size if not smaller today. Companies that have formed a solid brand are much stronger with their customer relations and their employee foundations. Below are some objections I have heard over time and some solutions to branding your company’s foundation to reinforce your solid business plan.
(more…)