Writing for ColoradoBiz magazine, marketing advisor Lida Citroen notes the difference between a company’s graphic image and its marketable reputation:
“Those of us in corporate brand development hear it all the time: clients looking to reinvent themselves, reissue their value and create more market knowledge attack the challenge by trying on a new logo.
“Your brand is a promise of an experience you send to a specific target audience [and] an understanding of their needs (functional and emotional) in order to build relevance and loyalty. We create marketing identity and build tools like logos, websites, social media sites, collateral materials, etc. to communicate those values and build engagement with target audiences based on their needs.
“Marketing pieces reinforce your value statements and your brand promise. They are extensions and expressions of your brand, not your brand itself.”
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