There are instances when a customer can physically stand within a business’s walls, yet there remains a great distance between that business and its customer.

More often than not, this distance is created not because of barriers that exist between the business and the customer but because of barriers that exist between the business and itself. Before a website, which is the virtual expression of the company itself, before working to make sure the company is visible and viable across multiple channels, we must first work to define the actual company. A company’s beliefs, its values, why it exists and where it wants to go are the glowing embers that form the foundation of the company’s fire.

Yes, branding and identity are most commonly associated with the logo design, tagline and even the culture within a company. However, a more fundamental way to understand branding and identity is an entity’s definition of itself. Once there is definition, all expressions of that identity such as the logo, tagline etc. come naturally and emanate from that central point. A brand is the medium through which all will perceive you, experience you, and of course, how they will remember you. The more accurate a company’s branding campaign is, the closer its customers can come to experiencing the company. Like in any relationship between people, the closer each individual person is to themselves, the closer they can come to one another, Branding is no different – the better a company understands itself the deeper and more profound its relationship can be with its customers.