While businesses often look at branding as an exercise in design, TEC speaker Gair Maxwell cautions against such an approach. Your brand is more than a logo, slogan, or jingle; it is more than a beautiful sign above your door or a well-crafted statement of purpose, he says. Your brand is embodied by the personal or organizational characteristics and values that truly distinguish you from your competitors and generate an emotional loyalty from your customers.
In a recent visit with TEC Canada staff, Gair shared the common patterns and uncommon sense of branding successes and failures.
Check out the video below for his advice on how to turn your brand around:
Gair Maxwell is a renowned speaker, author, marketing consultant and co-founder of The Seamless Brand™, a marketing firm that helps companies sharpen their message and anchor their story. His highly-acclaimed book, NUTS, BOLTS AND A FEW LOOSE SCREWS provides the framework for his keynotes and seminars. A former broadcaster, Gair did more than 10,000 interviews and 30,000 broadcasts in a two-decade Radio and Television career. For more information, visit gairmaxwell.com.