Your Brand is not your Logo - How To Destroy it.

Too many small business owner's confuse brand and brand identity. However you can't really blame them when a lot of article writers who should know better use the term brand when what they mean is brand identity.

Your company brand is your public corporate reputation. If the general public thinks that your corporation is reliable, trustworthy and customer friendly - that is part of your brand.

But another part of your brand is what the general public thinks that your company does. Some companies have ruined themselves by trying to do too many things under one brand identity.

That is why some companies, for example, Nestle, have separate brands for separate products. Sometimes consumers are surprised to learn that two products are from the same company. This is actually good for marketing as the segmentation of identity allows for more flexibility.

However, some business owners ruin their company's reputation. Ed Roach wrote a "tongue-in-cheek" article entitled: "Dork Your Brand!"