Coke is it!

The power of a brand should not be underestimated. The title of this article emphasizes the power a brand carries. A brand has the power to create interest and command a second look. A brand is a symbol, image or slogan that is associated with a company, product or service.

Every business owner should be concerned about his brand. This includes whether or not your business has a recognizable brand. The value of a business is directly related to the strength of its brand. A strong brand will evoke a number of images in the mind of prospects. When you think of McDonald’s you also think of golden arches, a clown, and fast service. These images and slogans are also known as service marks or trademarks.

In 1999, Microsoft started an ad campaign that cost the company hundreds of millions of dollars. The goal of the campaign was to create an image that Microsoft can take you anywhere you want to go. While brands are usually associated with consumer product companies, any business will benefit from having a recognizable brand.

It may be a challenge for you to create a brand name image for your service business or professional practice but the move will give you a decisive advantage in the marketplace.


Creating a brand name image will make you more visible, more memorable and ultimately will generate more revenue for your business. The starting point of your brand image can be a distinctive business card or fancy letterhead, unusual office décor, or a marketing theme.

The most wildly successful businesses all have an image that is rooted in a brand. Are you ready?

Copyright 1994-2006 Gary Gauthier, Esq.

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