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What is Branding

Branding is the essence of who you are as a company, represented by every point of contact you have with your customers. The brand can be viewed as a product, a personality, a set of values, and the position it occupies in people’s minds. Your brand is the entire experience you deliver.

Branding is a collection of experiences and associations connected with a product, service, person or any other entity. It consistently, and repeatedly conveys the same experience so the market clearly understands what they receive by interacting with you. Branding is the emotional connection consumers make with your products and services.

When we speak about branding it’s not uncommon for people to mistake their visual brand components of a logo, product, website, or company name as their “brand”. While they do not define a company’s brand, collectively they create your visual image brand referred to as your corporate identity. A properly managed corporate identity is publicly distinguishable, easily communicated, and effectively marketed; it creates value and influence in the marketplace.

There are several basic concepts to branding:

  • Brand Strategy vs. Brand Identity
  • Corporate Identity
    • Brand NameVisual Image BrandingBranding Guidelines
    • Brand Consistency
  • Marketing Collateral
    • When To Invest
    • Brand Packaging
    • Printed Collateral
    • More Than Paper
  • Brand Image / Evaluate Your Brand

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