There are so many confusing and misused terms in branding. So, I think it’s important we start by clearly understanding these basics concepts.
A brand is a customer’s perception of a product, service, or company. [Marty Meumeier, "Brand A to Z"] It exists in the mind of the customers. It’s not what you think you are. It's what the customers think you are.
Brand = Reputation
It’s a set of activities that shape the customer’s perception of your brand (aka reputation).
- The activities involve the creation of your products or services
- The way you treat your customers, investors, suppliers, and employees
- The environment where you conduct your business
- Your visual and written communications
Branding = Products/Services + Sales + Operations + Culture + Customer Experience + Design (all the activities that build a reputation)
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