The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Consider How Brands Work

Brands are more than tag lines, more than logos, more than creative illustrations. They capture the essence of the relationships between organizations and stakeholders—customers, investors, employees, communities—as they articulate the fundamental value that relationships deliver.

So, for a brand to work, it must successfully journey through five stages of experience. First, the brand must be seen and be heard. Before a brand can be remembered, which is essential, it must be noticed. And this reaches beyond simply being recognized on its own—as, perhaps, a clever collection of words or images—to instantly creating a connection between a message and a value articulated. A brand must be seen or heard in the context of how ...