The definition of Brand (noun). The action of Branding. (verb)
IMHO this word - Brand - is thrown around much too casually. Every creative shop in town talks about “Branding” to their clients. But, do they really know what branding is?
A complete Brand strategy will accomplish two important objectives. Here they are along with a sentence to clarify:
- Explain why anyone should do business with you
- Defining who you are and the benefit(s) you deliver to a specific target audience over a long period of time.
als
- Aid in recognition and recall
- Creating a recognizable logo and differentiable tag line along with supportive color schemes and consistency guidelines for how to use them.
Unfortunately, too often Brand is mistakenly thought of as only a visual thing.
A Brand strategy should help you generate business. It must answer the “why” question to generate profitable action. It’s more than just the pretty stuff.