Anne Liberto, General Building Contractors Association
A brand is NOT a logo. Or a tagline. Or an identity system.
A brand is an expectation of experience and a promise delivered.
It’s the perception others have about your company – its people, culture, products, and services.
Your company builds its brand, or rather the percepton of its brand, with every customer contact, planned or unplanned. Every interacton, no matter how insignificant, shapes your brand’s perception and drives your customers’ behavior.
Rebranding is about taking control of what your audiences think – and say – about your brand. It’s a tool for changing existing perceptions and for defining and differentatng a brand, turning it into the most powerful competitive advantage and a weapon against becoming a commodity.
A rebrand implies fundamental changes in thinking about your brand before you get involved in tactical details of execution.