What is a Brand?
What is a brand? Why is it important? What is a branding strategy? There is a great deal being talked about 'the importance of branding' in marketing and design posts at present - much of which I find misleading and unhelpful. In this post I hope to put into plain words the case for developing a brand strategy, and some pointers on how to make a start. Firstly, though it is worth dispelling the myth that a 'brand' is a 'logo', it isn't... Your brand is the entire experience your customers (and potential customers) have with your company. It’s what you stand for, the personality that you convey and the proposition you set. In short it is: The style/tone of language and images you use The type of messages you give on all your sales material (including the website) The way in which you (and your employees) interact with your customers Your customer’s opinion of you (against that of your competition) Branding is important because: It differentiates you - helps y...