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November 7, 2013

A brand is…

by HoosOnBrand

Millions of words and hundreds of scholars, professionals and academics have been devoted to summing up what branding is. But a brand is more than words on paper or a logo. It’s a combination of elements – from the packaging it comes in, to the way it’s advertised and communicated to its audience, strapline, design and identity; and ultimately its reputation and customer service all play a part in how the brand is perceived by its customers.

I recently heard someone summarise branding in a really succinct way:


This really resonated with me as I truly believe that creating positive, personal customer experiences are the essence of good branding and best practice. Essentially, a brand is a fusion of its image that means something to its target audience, and the brand identity that you (the brand owner) wants to portray. You’ve got to put the work in however, to add…

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