Branding. The term alone evokes a myriad of thoughts, definitions and even feelings. Many people see branding as a logo, a color palette and maybe a few iconic photos rolled out into marketing materials that should sell their product or service. These are all pieces of the branding puzzle to be certain, but they are more like fruit than roots. True branding starts much deeper and begins well before design elements are created. Throughout my 15-plus years of marketing experience, I have helped many organizations understand the difference between what they perceive branding to mean versus the realities that drive their brand’s culture and the customer experience. I have seen great brands defined and redefined, seen company cultures come to life, witnessed new launches leading to customer engagement and products launched into the marketplace that evoke national appeal. What does all of that mean to those of you charged with growing a multifamily housing company? … Read the Full Article at Multi-Housing News.