In Brand Strategy•June 12, 2023•1 Minute

"Brand" is not a dirty word

Taylor Trask Taylor Trask

If you feel that term marginalizes your business or your product or your art, consider this…

A brand isn’t just a collection of words, colors and symbols, it’s a promise you make to your audience. How that promise is managed, communicated and fulfilled is the true job of the brand strategist.

There are brands that do good and engender a sense of trust, empathy and respect (like Patagonia or LEGO), and there are brands that are lazy, broken and continually take advantage of the relationship with their customers (like Facebook or Comcast). Which side you end-up on comes down to defining and sticking to your core values.

Photo by Malik Skydsgaard

brand building branding brand strategy brand tips marketing marketing strategy marketing tips
Taylor Trask
Taylor Trask

I’ve spent over 25 years bringing innovation, leadership, and problem-solving to businesses and brands. Working with everyone from large sports companies to A-list artists, healthcare, the cannabis industry, nonprofits, startups, B2B companies and consumer brands of all sizes, I’ve helped generate millions of dollars in sales, new consumer acquisitions and exposure. My current focus is on marketing and brand strategy at all levels, helping businesses cut through the clutter of changing trends and technology to create meaningful engagement.

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