It’s a common misconception that a brand is just a logo or a tag line — but they are merely its signature. So what is a brand?

To put it simply, a brand is a promise. It encompasses what people think about your business, product or service when they encounter it ... blah blah blah...

...but what does this mean to the CEO?

“My brother/friend/second cousin on my father’s side can design a logo/develop a website/create a brochure – for the price of a cheese sandwich...


Why should I pay – where’s the value...?”

Yes, yes, we hear this all the time – but just because you know someone who owns a PC/can sort of work one of those graphic programmes... doesn’t mean you should trust your business and brand strategy, and ultimately your professional success to them. Poor branding may actually be more detrimental than no branding. Branding takes strategy, skill and time.

I mean really – just because you have a circular saw in your garage doesn’t mean you would perform brain surgery on yourself......

Not that branding is brain surgery – but if you have nodded your head at least once while reading this – then you’re our type of client!