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Branding for Beginners

7 September 2011 Jim Harrison,

Richard Sunderland, our Founder and CEO, has written an article for Business Today which explains the importance of branding to the success of an organisation.

Richard’s article ‘Branding for Beginners’ looks at the importance of branding in the success of an organisation. It highlights the common misconception that branding is merely about the visual identity – the logo and draws on the importance in branding of owning an idea in a consumer’s mind so that they associate your business with that key thought – Heineken (“refreshing”), Nike (“winning”) etc.

Richard goes on to talk about positioning the brand in one of three perspectives – Market Need, Product Benefit or Consumer Insight and all of this before the name and visual identity are even considered.

The article was published in Business Today’s magazine and on their Link2 website

Business Today is a UK national business title and is produced in A4 full colour throughout in both print and digital formats, e-book & web portal site. Hard copies are distributed to 14,500 named subscribers and electronic distribution comprises a targeted audience which consists of an organic home grown 165,000 plus senior decision makers.

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