A brand helps people identify a company and form opinions about it, making your brand essential for generating sales, attracting and retaining employees, and even forming an accurate valuation of your business. Your brand must also accurately represent your company and remain consistent to provide real value.
With such high stakes, it’s easy to feel overwhelmed when it comes to establishing a brand and implementing a brand differentiation strategy. But there is a simple way forward. In this Forbes article, Roger Boutin, vice president of communications at SCORR Marketing, provides step-by-step instructions for creating and maintaining a corporate brand that will help your company reach its full potential.