This is part three of a three-part series discussing the composition, importance, intent, and process of branding.

As the embodiment of almost everything your organization is and does, your brand is a vital part of your identity. As mentioned in the first part of this series, a brand is more than just a logo. It differentiates you from your competition. It influences your customer, and it provides a level of trust and relevance. If the process of brand development seems complex and challenging, that’s because it is. (Luckily, there are professionals available to help you.) 

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This is part two of a three-part series discussing the composition, importance, intent, and process of branding.

When people talk about a brand, they are typically referencing the visual elements — the logo, the colors, the typefaces, and/or specific marketing materials. As we discussed in the first part of this three-part series, a brand is a promise you make to your customers. It’s comprised of who you are, who you aspire to be, and who people perceive you to be. In essence, your brand is your reputation, and it is what urges customers to choose your company over the competition when the product offering is identical.

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This is part one of a three-part series discussing the composition, importance, intent, and process of branding.

In definition, a brand is a name, symbol, or design that identifies and differentiates a product, service, or organization from its competition. The act of branding is defined as the marketing strategies and practices employed to define, differentiate, and express your unique value proposition. Removing the marketing jargon, a brand is a promise you make to your customers. It’s comprised of who you are, who you aspire to be, and who people perceive you to be. In essence, your brand is your reputation.

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