Branding is the DIRECT and INDIRECT activities undertaken by a company to imprint and influence the perception its audience has about the company. These specific activities shape the hearts and minds of a company’s targeted and non-targeted audience.

A company’s LEADERSHIP becomes responsible for the management of these activities to guide and grow the BRAND and its value.

A direct branding activity is one that a company intentionally designs. For example, a company designs and controls its message and how it is to be delivered. Other examples of direct branding activities include the development of BRANDING ARTIFACTS such as your company name, corporate logo, website, business philosophy, advertising campaigns and marketing material. Other direct branding activities include newsletters, publicity, promotional events, sponsorships and endorsements as well as charity donations.

An indirect branding activity is one where a company has little to no control over its message and how it will be delivered, received or shared. It is how an audience experiences a company. These indirect activities range from the company’s day-to-day business to its handling of crises, and how these OPERATIONS are perceived and received by customers, staff and the marketplace. How it communicates, compensates, relates to its employees and how it serves its customers and suppliers all affect this perception. Everything a company does forms and alters the company’s BRAND. A BRAND therefore is constantly changing.

It is therefore critical for a company to ensure its BRAND is consistent. Having a clear and concise MESSAGE is an efficient way for a Private Business Brand to remain consistent over time, expressed by all staff and implemented in its operations. This message is the Owner’s Business Philosophy Statement. With a business philosophy, based on the Owner’s legacy, a company’s actions become congruent with its promotions, operations and values.