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Branding is more than a logo

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Brand marketing is more than recognizing the logo or catchphrase. Entrepreneurs should explore each aspect of their brand’s identity when developing the baseline for a brand profile.

• How do your core values and mission define your brand?

• What is the tone, voice and personality of your brand?

• Does your brand connect emotionally to the consumer?

Popular brands identify a set of human characteristics that make the product relatable and help consumers connect viscerally.

While branding your service will still include a logo and visual component, think about how can you add personality, utility and emotional connection with your brand marketing.

Patricia Mills, C2 Communications

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