The brand needs to resonate with
customers and be a visual symbol
of what they're looking for.
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Branding matters, whether you're a Fortune 500 company or a hopeful start-up. That was the theme of a recent panel discussion hosted by 1st Tuesday Connections, a Dallas-area networking group for senior executives and entrepreneurs. Armando Simmons, SDA's founder and Creative Director, was invited to share his insights on how a more effective brand can improve any company's marketing results.
Beyond the nuts and bolts of graphic design, Armando addressed strategic topics such as knowing when a company needs rebranding, how to build buy-in among decision-makers, and how to integrate the brand into the company culture.
"Our motto is that a brand isn't just a logo, it's everything the company does to present itself to the world," he said. "To be successful, a brand needs to be an honest reflection of what the company is all about – not just its products, but its values and aspirations. At the same time, the brand needs to resonate with customers and be a visual symbol of what they're looking for. So as customer demands change and the company itself evolves, the brand needs to evolve too."
"Once you have a strong brand in place," he said, "the key to success is to present it frequently and consistently, whenever and wherever you market your business."
Stay tuned to future newsletters for information on upcoming speaking events featuring Simmons Design Associates.