Brandbite #6 A brand is not an ad. However, if your advertising is singing some obscure verse that is not even remotely in your brand song, you are probably wasting money and diluting your brand. Advertising is a tactic that should support your brand story, purpose, point of difference, personality, and promise. Whatever your advertising message or objective is, it should align and complement your brand strategy. This is achieved by your look and feel, copy style, and method of communication. Seen Change Daily is a division of the brilliant Joe Boxer underwear brand. When they needed to get the word out, they installed talking restroom posters, strategically positioned in upscale club and restaurant men's rooms. While patrons were partaking in their business, the bright signs shouted, “Hey, you changed your girlfriend last week, your mind today, why not change your underwear?” Irreverent, creative, and on brand!

Karen Post helps organizations and professionals prosper with a powerful brand. She is a 20-year branding enthusiast, professional speaker, and author. If you’d like to learn more on branding, speaking programs, or consulting, please visit www.brandingdiva.com.