If you are a small firm or a sole trader, you could be forgiven for thinking that branding is not for you. "Big names spend money on branding, small companies just get on with the job" is a typical response when small businesses are asked about their brand activities. But this perception is wrong, as Rachel Miller writes
Rebranding can either be 'Evolutionary' or 'Revolutionary' but regardless of the process, the intention for rebranding is always the same: To differentiate the business or service in the minds of their target market.'
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