Time to Rebrand Branding

Gee Ranasinha Communications, Marketing


What is your brand? Where is your brand?

Your brand is an ephemeral quantity that exists in the minds of your customers, created based upon their direct and indirect experiences with your company, product or service. Your brand is one of the reasons why your customers choose your business value offering over that of your competitors’. It’s one of your differentiators.

Branding isn’t something that gets created in your marketing department. Every single person in your organization directly or indirectly contributes to shaping and defining your brand. More than that, unless every single person within your organization understands and actively engages in your branding strategy, your branding initiative will fail.

Your brand has a personality, communicates a fundamental promise and has a position in relation to your competition. Branding isn’t a function of marketing. It’s a function of an organization’s entire strategy.

Your brand isn’t your product, your logo or your trademark. It’s all of that, and yet so much more. Yet most people don’t get it. Perhaps it’s time for branding to get a rebrand.

Image courtesy of KEXINO

About the Author
Avatar for Gee Ranasinha

Gee Ranasinha

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After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at


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