by Linda Pophal
The most important element in brand building is that small business owners take the time to determine what they want their brand (or identity or reputation) to be and then take steps to ensure that all elements of the marketing mix (product, price, place and promotion) are aligned consistently to convey that desired brand image. Branding is not about a logo or a tagline—although those are important communication elements that help remind consumers about the company and its products. Brand, though, really is driven by Continue reading “Building Your Brand: Both Easier and Harder Than You May Think”