Essence of Branding

A well written article by Nick Rice who shares how branding is happening whether you are driving it or not. Every interaction with your company creates an impression in that person. He defines brand as the gut feeling of those people that has been exposed to your company and/or products and services. Since you cannot control individual gut feelings, you cannot control your brand. You can, however, influence it. I agree with Nick. So often people mistaken a logo design as branding, rather than just one element that represents a brand. To make a brand effective, businesses need to define what their brand stands for, what their value proposition is and what beliefs they would like the marketplace to have of their brand. Then, they need to stay consistent with those beliefs by living their brand in everything they do.

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