This is the first in a series on the basic concepts and implementation of a successful brand. Often misunderstood, branding is the foundation upon which your marketing and communication efforts are built.
The term “brand” refers to, arguably, the most vital aspect of any organization’s operations. Despite its importance, however, branding is frequently misinterpreted amongst marketers. A “brand” is often mislabeled as simply an organization’s name or logo — when, in fact, it encompasses those assets and so much more. When a brand is built properly, it can outlive any marketing campaign.
So, it is to no surprise that understanding the importance of “branding” can also make it seem daunting. In this two-part series, we will walk you through each step in the process of developing an effective brand. Our goal in Part 1 is to better acquaint public transportation professionals you with the concept of a brand; in later articles we’ll help you establish a sound foundation on which to build your brand and the assets that will support it.