Your brand lives at the point where your organization touches people’s lives—for better or worse. That point of contact forms a memory and (over time) a reputation. Your brand is your reputation; it is the thoughts & feelings (accurate or innacurate) people have about your products, services, or organization. Your brand is not what you say it is. It is what other people say—and feel—it is.
Like your personal reputation, you cannot control your brand … but you can shape it. You can invest in its development over time. You can influence its character. You can repair it (gradually) when damaged.
Branding is the art & science of managing your organization’s reputation. Alliant partners with our clients to build, manage, and maintain strong brands: rock solid reputations connecting business goals to people.
STRONG BRANDS require numerous interlocking elements operating in concert. The Alliant Brand Structure ChartTM illustrates our holistic approach to constructing, organizing, & maintaining brands.