Some of its touted benefits are better name recognition, greater customer loyalty and more trust in the marketplace.
Stoiber, who is creative director of Marc Stoiber Enterprises said, “branding is the difference between having a paying customer and a loyal convert. A great brand resonates with the people who buy from you and work with you, an emotional connection that makes them part of the in-crowd that supports you.”“Many companies try to do it in reverse, however,” he said. “They figure they can just design a logo and tagline and the cash register will ring. It doesn’t happen that way.
“There are people here from all over the world, so you need to create brands that work in different cultures, which have fundamental differences in how people think,” he said. “Brand thinking needs to be simple and not use too many words or clever word play. Go to the universal, to where we’re all the same anywhere in the world.
“Whether you want to move from smaller to larger projects, from residential to institutional, or from a local market to a regional market, branding can strengthen your message and make your efforts more efficient,” said Stevens. “The trick is that once you have more work than you can handle, and you need to hire more people, you have to ensure your new hires understand and deliver on your mission just like you do.