Multichannel Brand Management: Refine Your Message

Brand, Your ‘Trainer’

As for your brand, it needs to “train” people to recognize you as a company or product. And if done right, it becomes symbolic, and a reminder of your company’s unique selling proposition. So it’s more than just the logo and the palette of colors. And even those things aren’t chosen randomly because of good looks, or the mood of the art director or designer.