Businesses and marketers agree that branding is essential to relationship building, attracting new hires and communications. Yet, according to a June AdvertisingAge article, only 62% of companies have a formal brand platform.
Branding is often thought of as a company’s logo, fonts and color. But a brand is so much more. It represents the culture, the values and the ethics of the company. It is an expression of the values of the organization.
According to the study, only 37% of respondents said they have a well-defined culture embraced by the organization. If you can’t define what you stand for, how can you expect others to become brand ambassadors and help you promote your brand?