Your brand is more than a logo

Cory Savage
Savage Solutions LLC
233 N. Water St., Suite 300
Industry: Marketing/advertising

Cory Savage is president of Savage Solutions, a Milwaukee-based agency that provides comprehensive brand, digital and social strategy and execution. The brand encompasses the whole company, he says.

“The first thing that needs to be said – and this is where many people find themselves taking a wrong turn – your brand is not a pretty graphic with a slogan slapped on the bottom. Your brand is an emotional connection between you and your audience.

“At its core, your brand is the entire essence of your company. It’s found everywhere, from your online presence to your office décor to the tone of your voice when answering the phone. It’s what drives you and your employees and is instilled in every internal and external communication you offer to the world.

“To create an effective brand, you must dive into the deep, sometimes scary, depths of your company and truly understand why your organization exists. Why do people – your customers and your employees – choose you? Perhaps more importantly, why do they stay?

“Once you’ve unveiled the ‘why,’ pull up your website and browse. Now look around your office, explore your social media presence and sift through your internal and external print materials. What message do all of these mediums communicate? Does it match the ‘why’ you just discovered? Is it consistent, and are you making a promise your audience can believe in?

“These touchpoints are your chance to make that invaluable emotional connection with your audience. Do not take any of them lightly. Your brand is not simply a logo. Your brand is your message coming to life across all physical and digital platforms.”

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