How to Build a Better Brand

Your logo isn’t a brand—you are the brand, says Amy Anderson. And as the marketing director for the six-location Heppner's Auto Body in Minneapolis, she has quite a bit of experience in that realm. Building Heppner's "brand" has been a long, deliberate process that has had its ups and downs and alterations, but the brand she and her company finalized has helped set it apart in its market. In this interview, she covers how the shop defined its brand and how you can get your employees and customers to buy into that brand.