The word 'branding' has really evolved over the last few decades. Say the word 20 years ago and people would say that it's the logo from large, national or multi-national companies. Today, it has evolved to the entire essence of the company. This essence certainly includes the logo, but now, so much more. Every image your portray, every sales call, every phone answered, every delivery of your product or service conveys your brand.
Do you have a brand now? Of course you do. You may not have explicitly created it, but your customers and prospects certainly know what it is. It is the perception in their minds of what your company is, what it stands for and how you deliver your product or service. Is the perception what you want it to be? Frequently, it is not. Can we change this perception? Over time, maybe.
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