Branding should probably be called “your reputation”. Branding is built on the ability (or lack of), people to create a high level of satisfaction of a product, service, and ultimately, translating into that company’s stature. It is a never-ending focus on people delivering and exceeding expectations. This is one of the reasons why companies have corporate cultures. They want their team of people to focus on reputation because that is what makes customers happy. The feeling of confidence by the purchaser that the company they work with will hopefully have what they need, save them time, save money, increase business, or just make life easier, on a consistent basis. From a tangible sense, a “brand” is also a mark or label, some sort of identifier. Often symbols identify the brand like the Nike swoosh. People draw a mental image with the logo brand. This type of branding assists in creating a value system in which that company measures itself and how the competition compares to them. Marketing and Advertising firms assist in creating a “branded’ effect by creating and maintaining the product or company identifier (the logo), in a consistent and uniform approach. Motivation of the people who create and maintain the branding image, are the biggest contributors to the brand, and should be commended in a positive way. This is why performance recognition is so important to a company. There are many different ways to acknowledge positive performance such as company-sponsored vacation trips, custom acrylic awards, incentive programs, premium gifts, promotional items and more.

Create a branded approach with your company’s employees by consistently acknowledging them. Unfortunately many executives don’t realize the payoff for this positive reinforcement. The greatest component of a brand is the people who consistently meet and exceed expectations.


John Gallagher promotional products distributor since 1997