I was with a client recently and we were discussing the launch of a new name and identity we created for them.

The best plan for launching your brand is to figure out how your name and identity can just be a part of the DNA of an organization and not just something that is "marketed". (I could get on a soapbox here about how the term "marketing" almost doesn't mean anything anymore because it's so overused, but I'll save that for another day).

Then came this comment from the room "Hold on a second, I am concerned that our branding is creeping too far into our strategy."

"Exactly," I replied. "Your strategy is your brand and your brand is your strategy. There should be no visible difference."

You see, this idea of Branding is not some thing that creative people try to add to an organization. Branding is a process of taking your organization and strategy and bringing it together so that it makes sense to the world.

So if you notice that your branding is beginning to creep into your strategy, then GOOD WORK! You are headed in the right direction!

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