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What is a sandwich?
This seems like an easy question, right? When you think about it, a grilled cheese and a BLT are sandwiches but what about the hundreds of other bread products like them?
I guess the real question is, what isn’t a sandwich? Is a burrito a sandwich? What about a hot dog? Where in this mess of ideologies do you find yourself?
“A brand’s strength is built upon its determination to promote its own distinctive values and mission.” – Jean-Noel Kapferer
Are you like the USDA – a sandwich is meat between two slices of bread? Maybe you are more like New York where if your food is served on something even remotely bread-like then it’s a sandwich, and that’s the law!As a company you need to know who you are and where you stand against your competitors. If you were selling sandwiches you’d have to know what constitutes a sandwich. You’d have to decide if you were going to fight to be a sandwich like hot dogs in California, or if you’d settle for being a sandwich-similar product like burritos in Maine. This process of branding yourself and your company is essential.
In business, branding is fundamental. It gives the audience a piece of your company that is memorable and leaves an impression. Building your brand up builds value for your company. A brand gives you something to believe in which spurs loyalty to that brand. It also creates trust with the marketplace. Customers are more likely to go to a company that seems like an industry expert.
Going hand-in-hand with branding is Public Relations. Both are about managing the image of your company – spread the right news, handle politics, and build your reputation. Branding must have a home in your PR strategy to ensure both are effective.