A fairly obscure 16th Century playwright once wrote, “a rose by another name would smell as sweet.” (OK, so it was Shakespeare.) In other words, things retain their inherent sense of being, regardless of what you call them.
With all due respect to the Bard, that mindset doesn’t really fly in the world of marketing. Would Google be the unstoppable global juggernaut we all know today if its founders had stuck with their original name: BackRub? I think not.
Your company name, logo, color scheme, style guidelines, core values, messaging: All of this stuff matters. Each piece combines to make up your brand, and there’s no greater asset for digital marketers than a strong company brand.
Your brand defines who you are as a business and how customers think of you. Or as Jeff Bezos once put it,
“Branding is what people say about you when you’re not in the room.”
If you’re suffering …