The term “branding” continues to be part of conversations at all levels of business. It is true that many companies strive to create, nurture and protect their brands. However, many businesses look to brands as a tactic such as a logo that represents their company. While this may be an important ingredient, it is far from what a brand truly is.  

With the continuing evolution of social media sites like Facebook, LinkedIn and Twitter, companies must look at what is the basis for many famous companies – its culture.  We see it everyday in companies like Apple and Starbucks.  Before they where brands they where companies based on an idea that engaged a culture, then they became world famous brands.  To quote Steve Jobs, “ It’s not a faith in technology. It’s faith in people” or “You‘ve got to start with the customer experience and work back toward the technology – not the other way around.”  These are thoughts of how great brands are created from listening to a strong culture, one that has vision and sustainability.

As we move forward in today’s latest technologies, we must remember that it is important to always be mindful of how they effect our brand experiences and the total outcome of these results.