Brand Fundamentals

Introduction

A brand is a name, term, sign, symbol or design – or a combination of these – intended to identify your goods and services of a seller and to differentiate them from those of your competitors.


Brand Fundamentals

A brand is a name, term, sign, symbol or design – or a combination of these – intended to identify your goods and services of a seller and to differentiate them from those of your competitors.

Strategically, branding is at the very heart of your business, unconsciously impacting every conversation, interaction and opportunity every day.

Good branding provides key benefits for your business. It:

  • Provides a consistent system to deliver your key messages
  • Conveys your business values and increases credibility
  • Connects at an emotional as well as intellectual level
  • Motivates your audience to take action
  • Enhances the building of relationships and user loyalty

Your brand resides within the hearts and minds of your customers. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.

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