Brand is the summation of everything we feel when we come into contact with an organisation, a product, a service or even a person. It’s a function of what we, see, hear, feel and consume. As such, brand is more than a logo. It is everything that helps form the customer or stakeholder experience. It manifests itself in its people, its products and services, and its interactions with you, the customer.

Profile is a function of how the brand is packaged and presented to the public domain. Public relations departments and agencies are responsible for managing and controlling profile in a way that’s consistent with the organisation’s mission. Here are a few things you should think about if you’re planning a launch or refresh of your brand and profile in the marketplace:

  • The vision for your organisation
  • Your mission to get you there
  • Your visual identity and accompanying strapline
  • The design guidelines around your identity and its products, services, promotional materials and documentation
  • Your current profile
  • Your desired profile
  • The activities you need to have in place to achieve your desired profile
  • Budget and timeframes for executing on the plan

This is also a great shopping list to take with you when working with a brand or image expert.

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