Dr. John Silverbase

Unfortunately when some people hear the term 'Brand' they immediately think of their logo, packaging or advertising. Your brand is so much more than that.

What consumers think of your company when it is mentioned is the essence of your brand. Sure a logo is a key component, but so is the quality of your service and your products, your product range, your pricing, your market positioning, your advertising, your overall communication and your culture. All of these components contribute to the perception and reality of your brand.

Apple vs Microsoft, Coke vs Pepsi, Nike vs Reebok, Audi vs BMW, Apple vs Samsung and HP vs IBM are all examples of great brand rivalries. All of these brands have been formed over time by their product offering, pricing, service and of course their logo.

It is critical for a company to understand what their brand is and ensure that all parts of their business are aligned to their brand positioning. I have experience working with companies of all sizes from start ups to large organisations like Audi, Unilever and Foxtel and 'brand' is just as important at either end of the scale.

If you need assistance in defining, developing or launching your brand please give me a call.