The word “brand” has been thrown around a lot in recent years. In the 70s the term was ‘positioning”. There was also “identity”¬†at some time along the way. All of these terms have things in common. One thing branding is NOT is just design. It’s deeper than that. More meaningful. It’s the way you dress. The way you answer the phone. It’s what you are and what you are not. It’s what you aspire to, but more importantly, it’s what you deliver. A brand image and a brand manual can help…

 

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