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The term brand or branding has received a lot of bad or misplaced explanations and “understanding” over the years and is often confused with visual or corporate identity. The term brand is actually intended to express the ‘complete’ understanding of an organisation, product or service. In other words, branding encompasses the thoughts and views of people based on their entire experience and that includes brand identity as only one part of the entire experience. As a brand company it is important for us to engage this message with our clients and their customers.
Therefore branding comes through every detail; from how people answer the phone to ‘on hold’ music, interior spaces, user experience, sales staff attitudes, internal communications, staff culture, forms, packaging and point of sale materials. In fact, every detail, whether large or small, contrived or even rumoured, is an inescapable aspect of the brand.