A brand is two things – it is the representation of a business, and it’s the emotional association in the consumer’s mind.
Your brand is a fully expressed description of your company, product or service, and its position in the marketplace. This includes your business’s personality, its feel and the lifestyle associated with the brand.
Your brand represents the fundamental principles of your business – your company’s ‘reason for being’, and this should be understood by anyone who comes into contact with it.
Your brand is what the consumer thinks and feels about your company, product or service – it’s this mental and emotional association that is behind a consumer’s purchase.
It’s the inherent and perceived value the consumer places on your business.
A brand is a shortcut into the consumer’s buying power. It’s a direct ‘plug in’ to the emotion involved in a purchase.
Your brand is a promise; a promise of quality, satisfaction and authenticity.
A brand determines the position and strength of your marketing strategies, as it is the ‘vocabulary’ for all of the your ‘conversations’ in the marketplace.
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