Ever reach for a new product on the market-shelf based on the appeal of its packaging? I know I have. And when stuck between two seemingly identical products with similar prices, I know that packaging helps drive my attention prior to checking the label contents.

Branding is what drives most of our consumer choices, don't you think? No matter how much we like to deny it, when presented with options we're more likely to go with the product that "speaks" to us. Pictures and colors bring about consumer emotions that drive decision-making patterns...and branding companies are well-aware of this.

As an employee for a small company, I can assure you that getting the right logo and branding did not come cheap. When we started Working for Green, we hunted for branding bids and ended up with a company whose budget and artistic vision seemed in-line with ours. Unfortunately, after spending a handful of time and money, it soon became apparent to us that their artistic vision wasn't quite what we were hoping for so we took our losses and moved onto another round of interviews. In the end, we received a good product but the branding process was expensive and tiresome.

Many start-ups or small businesses deal with the same issue: A lot of money goes into branding and you just hope you've selected the right company for the job because a second-go-around is often too costly to consider.

That's why this week's Stand out, Shout-out Tuesdays goes to: BRANDING FOR THE PEOPLE, a specialty firm that provides brand consulting services, educational events and brand-building products for entrepreneurs (including social and eco-preneurs) and small-to-medium businesses. In a time when so many people and companies are setting out to "do good," it's inspiring to learn about businesses looking past their bottom line to lend a hand to promote this "good". Thanks Branding for the People!

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