Branding
"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another."
Seth Godin
purpose
Branding consists of many elements and when combined it provides a true representation of who you are as a business, how you wish to be perceived and how you appeal to people’s emotions to make them feel more connected to you and your offerings.
Having clear and consistent branding allows you to build relationships with your audience, which aids in turning them into loyal customers.
On a more practical sense, the purpose of branding is to translate your internal positioning (e.g.,your vision, your beliefs, your personality, your values, your purpose etc) into physical assets (e.g., visual identity, content, products, ads) and actions (e.g., services, customer support, human relations, experiences) that makes you stand apart from your competitors and helps consumers to identify you.
OBJECTIVE
During the next few topics we will be taking a birds eye view of your current positioning to see if your existing branding correctly represents you and appeals to your ideal clients.
And if it doesn’t, I’ll be providing options for you to re-brand or curate what you need to feel better aligned.
To start, let’s do a quick overview of branding summarised by the short videos below.
Why Branding Matters
The Importance of Branding