A lot of Tracy’s initial discussions with clients involve the important elements of a strong brand. In about 80-90% of the initial conversations, brand in their mind is a logo and color palette.

“We really believe at Creative Noggin that a brand should be an authentic reflection of what your organization’s inner workings truly are,” says Tracy. “We feel that it's very important that you brand from the inside out.”

A good brand exploration entails talking to members of the organization at all levels – from executives down to salespeople – to find out what makes them different. Here’s the thing: your brand is not your product or service.

“Your brand is your essence. It's what it is that is evocative about you that makes people, when they step away from you, think and feel? It's very intangible and no other companies should have it.”

Listen to this episode for:

• Examples of how brands like Target, FedEx and Coke have their branding locked down.
• The experiences of our clients who have conducted a deep brand exploration.
• What you can do now to start correctly identifying your brand.

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About The Podcast
On the Creative Noggin podcast, Senior Communications Specialist Heather Rosenquist interviews our in-house specialists on all things agency news, marketing and advertising. Over the last 20 years, Heather has worked as a copywriter, creative director, social media content creator and strategist for advertising agencies across Texas.

About Creative Noggin
Creative Noggin is a full-service branding, marketing, advertising and communications firm based in San Antonio, Texas. In addition to the agency owners’ more than 40 years of combined expertise, the Noggin team consists of a 100% virtual collection of veteran-only advertising and marketing talent.