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Reaching out to the High Net Worth

Wendy Spires

8 January 2012

It is a common misconception that branding is all about logos and corporate identity, and while these are undoubtedly significant manifestations of a brand, the importance of branding runs far deeper than this.

Put very simply, branding is a way of differentiating a firm’s offering and highlighting what makes it more desirable than those of competitors. Branding has the power to make an organisation stand out from the crowd, and, at its most powerful, it can establish an emotional connection between client and provider which is not easily broken.

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