I sat down with Margaret Molloy, the chief marketer at Siegel+Gale, to talk about what goes into building a brand. Hint: It’s more than your logo and corporate colors.
What should they focus on in terms of brand?
The first thing is understanding that the brand is the experience. Every moment your customer interacts with your offering, be it a product, a service, or a technology. That’s really fundamental to understand. The storytelling elements continue to be important. The experience is where it is now. Depending on the product, it’s the user experience that’s the brand. It’s unboxing if it’s a boxed product, it’s usability if its a software….