Overview

What is a Brand ?

A brand is a distinctive symbol, name, design, or combination thereof that identifies and differentiates a product, service, or company from others in the marketplace.

Defining Your Brand Identity

Defining your brand’s identity is done by outlining your organization’s mission, vision, values, character, voice, story, positioning, and market. As you curate your brand’s image, emphasize what sets your company and offerings apart from the rest - and how you want to be perceived by your audience.

Your Brand should encompass the following four pillars of identity;

Brand Image: Brand image refers to the overall perception and impression that consumers have about a brand. It is shaped by the brand's identity, communication, and the actual experiences of customers with the brand.

Brand Personality: A brand personality is the set of human characteristics and traits attributed to a brand. It helps humanize the brand and create a more relatable and emotional connection with consumers.

Brand Storytelling: Brand storytelling involves using narratives to convey the brand's history, values, and purpose. It helps create a compelling and memorable narrative that resonates with the audience.

Brand Experience: Brand experience encompasses the overall impression and interaction a customer has with a brand. It includes both physical and digital touchpoints, as well as customer service and product usage.

Brand Positioning: Brand positioning is the way a brand is perceived in the minds of its target audience in relation to competitors. It involves defining a unique and compelling space in the market that sets the brand apart.

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