Image Building · 01. October 2016

Branding is something every company should be doing. Unfortunately, most are doing it poorly because they approach branding from a marketing perspective only — rather than an enterprise-building perspective — or fail to take the different levels of branding into account. The basic levels of branding are visual impression, verbal impression, physical impression and personal experience. The visual image is what you see, such as graphics, logo, colors, etc. The verbal impression is achieved...