Branding is a language – a language that very few people speak fluently or correctly but one that, never-the-less, is received and translated by everyone.It is used everywhere – it’s in the ingredients on your cereal packet, it’s in the map of the underground, it’s the way you name and sell your products and services, it’s in the visual styling of your marketing and advertising, it’s in the way your customer service operators greet and talk to your customers both in-store and on the phone, it’s in the way signs, maps and floor plans direct customers around a store, station or airport.
The point is that whether you choose to manage and control it or not, your brand / business / organisation / corporation is constantly broadcasting messages in this language. But what are these messages saying about you? Are they showing your business in a good light or not? Are they being correctly interpreted? These are the questions brand managers must deal with on a daily basis.