These days when CEOs and corporate marketers talk about investing in brand, they’re probably referring to traditionally visible touchpoints such as product design, advertising, or web experience. That’s great, but what they, and most people, don’t realize is that branding is much more than just the stuff you can see.

1. STEAL THIS IDEA
Invisible Branding
BY MARTY NEUMEIER

2. These days when CEOs and corporate marketers talk about investing in
brand, they’re probably referring to traditionally visible touchpoints such
as product design, advertising, or web experience. That’s great, but what
they, and most people, don’t realize is that branding is much more than
just the stuff you can see.
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SOURCE: THE DESIGNFUL COMPAN Y BY MA RT Y NEUMEIER

3. Invisible branding refers to those stakeholder touchpoints that have little
or no visual presence in the market, but can have a huge impact on your
company’s reputation. The list includes items such as CEO vision,
employee training, pricing strategy, customer relationships, and sales
force communications. Each of these items are an essential part of a
company’s brand, but because they’re not visible, business leaders often
overlook them.
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SOURCE: THE DESIGNFUL COMPAN Y BY MA RT Y NEUMEIER

4. VISIBLE BRANDING
INVISIBLE BRANDING
collateral
advertising
partner communication
photography
web presence
positioning advertising
action advertising
point of sale
user experience
CEO vision
employee training
pricing strategy
customer relationships
customer wins
sales force communication
sponsorships
public relations
vendor selection
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SOURCE: THE DESIGNFUL COMPAN Y BY MA RT Y NEUMEIER

5. How important is invisible branding to your company? The short answer:
it depends. If you’re a company like Apple you probably have bigger fish
to fry (hello, tech support?). But, if you’re a B2B company, invisible branding
is everything. Why? Most B2Bs operate without the advantage of
consumer-style marketing—their reputation is staked one hundred percent
on invisible branding.
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SOURCE: THE DESIGNFUL COMPAN Y BY MA RT Y NEUMEIER

6. Find more Marty Neumeier ideas to steal at
liquidagency.com/blog
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SOURCE: THE DESIGNFUL COMPAN Y BY MA RT Y NEUMEIER