Don’t just build a business. Build a brand.

A brand is more than a company’s logo. It’s all about connection, credibility, and loyalty. It’s their story, which goes beyond the product or service offered to its real value. A company can make a widget, but how does that widget affect the lives of their audience? That story needs to be told through effective creative and consistent messaging.

Building a brand takes time

A strong brand strategy should aim to have an impact beyond an ad campaign. It needs to have a vision that establishes an emotional connection to an audience with the ultimate goal of customer loyalty – those who wouldn’t think of patronizing the competition. 

Harley-Davidson, for instance, has built up a loyalty so strong, its customers will get a tattoo of the company’s logo. Why? Because for years, Harley-Davidson has been consistent with their brand story and they have connected with their audience on an emotional level. Harley-Davidson customers don’t just buy their motorcycles, they value the brand. 

A brand is an investment

The energy and budget a company invests into building its brand will generate a return. The loyalty built by establishing the company’s value can prevent customers from shopping for a cheaper alternative, which means they may pay more for a product or service. Plus 94 percent of consumers said they would be highly likely to recommend a brand they were emotionally engaged with. Happy customers who become brand ambassadors are an asset to any company – and the ultimate goal in establishing a company.

To build your bottom line, start with your brand.



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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.