Chances are, if someone mentions GoPro, you think of a super-sturdy camera for the adventurous.
Why's that? Because GoPro has done a good job defining its brand. Great brands like GoPro are easy to recognize. Their missions are clear, and they foster that customer loyalty all businesses crave.
A brand is one of the most valuable assets of a business, and it needs to be carefully crafted to ensure it properly and authentically represents the business.
Crafting a brand is a shared endeavor, though. Customers, employees, blog readers (sound familiar?), and anyone who interacts with a business has a role in shaping the ... Read More