If your brand is deliberately cultivated as part of an overarching marketing strategy, chances are it’s a strong asset that’s helping your firm to grow. If the opposite is true, and your firm thinks your brand is merely your logo and tagline, then your brand may actually be thwarting your growth efforts.
More important than your logo or the colors on your business card, your brand is what people think and say about your company. What services they believe you offer to the marketplace, how well (or how poorly) they think you deliver on your brand’s promise, how credible your experts seem.
