Jay Baer, the bestselling author of Now Revolution, defines branding as “the art of aligning what you want people to think about your company with what people actually do think about your company.”
Meanwhile, Philip Kotler, considered as the father of modern marketing, defines a brand as “a name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product.”
Previously a concept that was exclusive to sales and marketing, branding has permeated every aspect of a business’s day to day operations and should be embedded in an organization’s very culture.
A branding opportunity that is often missed is the office reception area.
SmartSpace Software Plc (LON:SMRT) is focused on technologies that make real estate more efficient and organisations more effective. They provide leading smart workplace software and technology to the commercial workplace, retail and hospitality real estate sectors.