Your brand is your identity.  It is much more than a logo or clever tagline. A brand consists of layers and relationships that work together to communicate a company's story.

It's like a s'more. Cookies, marshmallow and chocolate are great on their own, put them together with a little heat and the result is a decadent campfire favourite!

Branding

Without Graham wafers a s'more is an unorganized glob of hot sugar burning your hands. Branding serves the same purpose by building an identity through names, logos, looks and taglines and defining the way in which each is used consistently to reinforce resonance with a target market.

• Let's create or renew your brand!

Brand Positioning

The next step to building the brand is to establish a brand position.  A marshmallow inserted between two Graham wafers goes a long way to forming the shape of a s'more. Positioning does the same by determining a unique selling point or differentiating proposition that makes it attractive to the core target market of a specific product or service. In our example we want people who like s'mores, over those who prefer just a cookie or a marshmallow on their own.

• Appeal to your target market by positioning your brand!

Communication

Performed well, the chocolate on a s'more melts downward and binds the wafers and marshmallow together, tastefully. Brand communication is no different and works exactly the same way. A good media mix envelops many different channels which all work together to boost the brand. A s'more could have any variety of chocolate and regardless of the type it still unifies and complete's the s'more's identity.

• What's your flavour? Start building your media mix!