What is Brand?
As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People trust brands, believe in their superiority, and even fall in love with them. How a brand is perceived affects its success, regardless of whether it is a start-up, a nonprofit, a for-profit, a service or a product.
Post note 1: Who are you? Who needs to know? How will they find out? Why should they care?
Post note 2: A brand’s three primary functions are: Navigation, Reassurance and Engagement
What is brand identity?
Brand identity is tangible and appeals to the senses. You can touch it, hold it, watch it move, see it, in some cases smell it. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems.
Post note 3: Seeing is believing
Post note 4: Brand identity is an asset, not an expense
What is branding?
Branding is a disciplined process used to build awareness and extent customer loyalty. It requires a mandate from the key decision makers and an intent to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give all team members the best tools to reach customers are the reasons why companies leverage branding.
Post note 5: Victory belongs to the most persevering
Post note 6: Process: Conducting research – Clarifying strategy – Designing identity – Creating touchpoints – Managing assets