a brand is everything you do
your brand is much more than the slogans you use, your key messages or the promises you make. it is everything you do. everything!
if you think of brand as your reputation, than everything you say, do or don’t do shape that reputation. not surprisingly, Walmart knows that very well. the giant retailer who has been fighting a bad reputation of driving local companies out of business, low wages and adding to suburban sprawl, among other things, got some good media attention lately as they presented a multi year plan to sell healthier food at lower prices and to press producers to lower sodium and sugar from their products.
is this a media stunt to fight the bad reputation? likely. but due to the enormous influence of this giant retailer, they may actually be able to influence healthier eating habits in the US population, at least faster, than anyone else. it doesn’t solve their bad reputation but it can sure help.
so here is an example of a branding, or business strategy that goes far beyond logos, slogans and ads. this is a strategic approach to change business practices with the end of improving or strengthening their brand.
so when you think about your brand don’t limit to messaging, marketing or any other form of communications. think beyond that.
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