Last month we looked at the impact that branding had on the Toronto Board of Education’s Eco Schools Initiative and the opportunities it created to build a larger level of co-operation and engagement. Another valuable aspect of branding a process is how it can help to take something that is not a well recognized component of your ongoing customer engagement and make it a valued part of how your customer perceives you and how you are able to differentiate from competitors.

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When people consider brands they often think about product or corporate branding because they are after all the areas most commonly considered or acted upon by organizations and the stakeholders they connect with. While important and necessary, it can however become a focus that limits organizations from realizing the full potential of how they can be recognized, value and perceived. That is because it can leave out or overlook the question of branding a service or process for customer/audience engagement.

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