Branding

"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
- Michael Eisner, CEO Disney

What is branding?

Branding is one of the most important aspects of any business or organization. Simply put, your brand is your pledge to your consumer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. At IDM Firm, we derive your brand from who you are, who you want to be and who people perceive you to be.

On brand vs. off brand

Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded or "off brand" products charge.

Below is a summary of common brand problems of small and large organizations:

• Smaller/Younger Organization:
• - Lack of revenue
• - Lack of time
• - Little or no marketplace awareness of the brand
• - No complete understanding of who is buying their products and services and for what reasons

• Larger/Established Organization:
• - Leadership is far removed from day-to-day activities that reveal distinctive, compelling value their organization brings to the marketplace
• - Original market position is no longer distinctive or compelling
• - The brand structure has become too complicated and unclear due to too much expansion
• - The brand identity standards and systems have become abandoned

At IDM Firm, we can help your organization establish your identity when facing these issues. The wonderful thing about our company is the ability to create your marketing plan, Web site and all graphics under one roof with one team, assuring an identity that speaks the same on all marketing materials.