Branding is more than creating a clever name and an eye-catching logo. Branding is the art of differentiation.

Start by asking what your company does better than your competition. Synthesize your company’s differentiating features into a comprehensive narrative.

But great branding is not just skin deep.

Successful branding creates and captures the essence of your company’s culture. The brand must align with the company’s mission statement and permeate all decisions within the company. And every decision must connect back to the company’s competitive advantage.

Mixed signals can kill your brand, so make it easy for potential customers or clients to quickly understand what you offer. The real test of brand clarity is whether it can be communicated quickly and without confusion. If it takes you more than fifteen or twenty words to describe what your company offers, your narrative needs refinement.

Branding is the process of finding and telling your story.