2522 Lombard Street, Suite 300, Philadelphia, PA 19146 215.732.1553 Fax: 215.827.5578 www.cattlelogos.com
People have choices about from whom to buy. Who do they choose? They choose persons or
companies that offer the highest potential benefit and the lowest potential risk. How do they know
which person or company offers the best balance of these factors? They don’t know. Largely, they
make a guess … based on their instinct, beliefs and/or impressions. They purchase, that is, largely
on our “brand”.
What is a Brand?
A “brand” is simply a word used today to describe what people think about you and your company.
What they “think” includes explicit and implicit feelings, impressions and beliefs. Examples include
“Serious”, “Smart”, “Dependable”, “Assertive”, “Rude”, “Incompetent”, “Rugged”, “Too Expensive”,
“Cheap” and ”Cool.”
Do you Have a Brand?
Every person and every business has a brand. For your business, its brand is created with each
exposure others have to you, including your business’ service, materials, products, messages,
employees, logo, tag line, marketing materials, products, performance, stories, phone answering
skills, website, word-of-mouth, building appearance, newspaper articles, etc., etc. As such, the
marketplace will create your brand, with or without your thoughtful crafting. But, given the
importance, why would you leave it to chance?!
It All Starts with Vision
A Brand Vision determines how you want to be perceived in the market. It’s your business
“personality” and the core values you build into your business. A Brand Vision is especially
important for small companies that don’t have the resources to support a major brand awareness
campaign. Small companies with a clear brand strategy that is supported by their business
processes and communicated by everyone in their company can develop a strong brand presence.
Benefits of A Strong Brand Vision
The key advantages to having a clear brand vision:
• Clear and consistent messages in the market -- whether