How Saving Money on Branding & Marketing Can Cost You

Maria Ross, Brand Strategist and Marketing Coach, sums this concept up perfectly. Your brand is more than just your logo or website, it is your essence, your core. Branding is the feeling people walk away with, the experience they have with you and the impression you leave on them.

"Hiring unqualified people or designers who don’t ask you anything about your value proposition, differentiators, or target audience is not the way to save money. I talk to many people that threw away money because their brand strategy was not baked yet. Good design is a skill: it’s a skill that involves taking a message and communicating it visually, not just creating a pretty picture. You will lose more in lost sales by getting this part wrong than you will save on cutting corners. And guess what? That brand strategy will do more than just inform your visual identity. It will serve as a compass for other marketing investments: partners, advertising, events. Basically any decision your company makes will be a smarter one if you start with the brand strategy first and use it as a compass."

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