Marketing Communications and Your Brand

A brand is perception, and perception is reality for customers. The total of all the customer impressions of your product or service is your brand. Your brand is not the buildings, equipment, boxes, objects, or people you manage. Your brand is a perception that lives in your customers’ minds.

One of the most frustrating experiences for a company is to create a technically superior product that is not perceived as a superior brand by prospective customers. That is one problem that superior marketing communications can help resolve. In fact, any marketing communications on which you spend time or money that doesn’t improve perception is pure non-value-added overhead.