"What's your brand?"
"What branding elements do you have available?"
"How does this campaign tie into your branding?"
Questions like these pop up when you embark on a new marketing campaign, and rightly so. When a business has their branding in place, it's crucial for all marketing efforts to work towards strengthening that brand. But what happens when you don't have a brand? Or, more likely, when you haven't had the time or resources to create the elements necessary for bringing your brand to life?