e2The One Thing Great Brands Do: Insights From a Branding Expert

Branding is a term that gets talked about a lot, but many entrepreneurs struggle to grasp this slippery concept. How does it differ from marketing? Is it all about logos and web design? What about social media? Branding encompasses everything, says Melanie Spring, founder and chief inspiration officer at Bethesda-based branding company Sisarina. It’s not just what you do, she says, but what you are.

Entrepreneur: How has the concept of branding changed over the last couple of decades?

Spring: It used to be more identity focused. It was about building a logo and all the pieces around it. It didn’t really talk about values or how the company worked. Now we talk about branding in terms of how it makes you feel. It isn’t always something tangible.

SOURCE: entrepreneur.com

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November 29, 2013 in Marketing