Branding Defined

What Is Brand Identity?

Your brand is more than just your logo, catchy slogan, and the design of your advertising collateral. Your brand is your reputation and the perception of your company in the eyes of the consumer. The perception of your brand defines how your consumer relates to your company and is what separates you from the competition. Every part of your company that comes in contact with the consumer is a part of branding and should be engineered to fit your strategy and communicate your message effectively.

Your brand is not only visual it's emotional as well.

Great branding gives you a competitive advantage by helping you stand out and reaches your audience on a deeper level than just images and text. Once you have made an emotional/intangible connection, the impact on your audience makes it much more difficult for your competition to persuade your consumers.

Branding is as much of an art as a social science.

Consumers see brands just like they do people. They like or dislike them, respect or disrespect, trust or distrust. Is your brand a close friend, an acquaintance, or a bothersome salesperson? Are your messages generic sales pitches or are they relevant and valuable? Is your company being viewed as trustworthy and dependable by staying consistent and delivering on your promises?