When we consult and talk about "Branding" to our clients we do so in the context of what we call "Big B" and "small B" branding or the difference between "Branding" and "branding."
Branding refers to the emotional feeling as a result in the complete experience and interaction with that organization. It encompasses everything from how your receptionist answers your phone, the cleanliness (or lack thereof) of your facilities, the professionalism and excellence of your work product and on and on and on.
branding refers to the visual representation through your communication with your audience. Your logo, design style, photographic styling, font choice, tagline, et al.
branding is all about how you represent your Branding.
Once your Branding is defined and you define your branding the next step is to extend that brand and build equity through remaining consistently consistent in how you represent your brand identity.
A Case Study - Karen McConaughey Photography
Karen McConaughey Photography (KMP) is an Immerseme client who we helped define both the Brand and brand. KMP is all about capturing authentic memories through photography. You can read how Karen presents her intangible Brand at KarenMPhotos.com.
One of the recent projects we did for Karen was to extend her brand across multiple communication platforms. First we obviously began with her brand where we extended it to her primary website. Our recent addition was integrating social networking via her facebook pages as well as integrating her twitter feed. This is also the primary location where Karen utilizes solid Search Engine Optimization practices.
As a photographer, Karen wants to illustrate what she's doing along with large format client photographs. While ImmerseEdit CMS incorporates blogging tools, RSS feeds and more in to the CMS, it is not a blogging platform like Blogger, Typepad, or Wordpress.
Karen chose to use Wordpress as her blogging platform of choice where we extended her brand by customizing it to match her main website.
Finally, Karen utilizes Twitter and Facebook as social networking tools to communicate and build her online community. So her Twitter page got a facelift to match her brand as well.
All of these small details serve to create a consistent brand experience for Karen McConaughey Photography that helps reinforce her Brand.
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