Kimberly Golden-Benner

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers."

 

Your brand sets you apart from everyone else. It should be front and center in all you do, and represented the same in every piece of collateral. It’s all about repetition.

 

I have spent years developing strategies focused on the "brand" for corporations and organizations such as:

The Pennsylvania State University; Prime Healthcare; Binney & Smith/Crayola; Mercy Health Systems; Community Health Systems; Rodale Press; and Historic Bethlehem (Pennsylvania). Whether it was consulting on the launch of a children's museum (the Crayola Factory) or creating collateral aligned to the brand of one of the largest state universities in the United States, I understand brand continuity and building brand strength.