When you think of Coca-Cola, what do you see? Is it the red can? The fancy font? All of those holiday ads with the polar bears? Chances are, if you even see the silhouette of a Coca-Cola glass bottle, you know what it is and what it stands for. That's because of the strong brand that Coca-Cola has worked so hard to establish. Now think about your company, what do you see? Or, more importantly, what do your customers see?
Consumers are constantly inundated with marketing material. So it's dire that, if you are adding to that inundation, you present a strong, consistent brand that your customers can identify and connect with or else you'll just get lost in the crowd. Especially if you're playing in that same field as big companies with big money.
Bring all the pieces together, yourself. In this book, I've laid out all of the basic elements that you'll need in order to begin building your own brand with tips to make the process as easy and inexpensive as possible. "We're too small to need a brand" isn't a valid excuse anymore. So what are you waiting for?
