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A brand is not just a company name or logo. It represents the reputation, perception, and emotions associated with a business.
A well-established brand can evoke positive feelings and emotions in consumers, creating a sense of trust and loyalty. When consumers see a familiar brand, they feel reassured and confident in their decision to choose that particular product or service. Furthermore, a brand is not limited to just the Our gradient. In fact, Our gradient like the logo, color palette and font form part of what is called visual identity, which only takes up a fraction of what a brand really is.
A brand encompasses a wide range of elements that collectively define how a company is perceived by its customers, employees, and the public. It’s the consistent and recognizable feeling that all of these elements evoke. The fact that brands are essentially intangible doesn’t mean they aren’t extremely valuable business assets. The way a customer feels about and experiences a brand influences their purchasing behavior. The elements of a brand are listed below, although we will flesh out on only a few of these elements in our guidelines.
The strategic process by which a company establishes and communicates its unique place in the market, differentiating itself from competitors and creating a distinct identity in the minds of its target audience.
A clear and concise statement that communicates the unique benefits and value that a product, service, or offering provides to its target customers. It answers the fundamental question of "Why should a customer choose this product or service over others?"
The integrated system of words and messaging that differentiate your brand and make it recognizable across channels and touch-points. It is defined by a brand’s archetype, personality, values to create a unique brand voice.
A brand can be personified with human characteristics to define and communicate its brand's identity, values, and messaging, such as being innovative, reliable, friendly, or professional. Archetypes are rooted in human psychology and help create a relatable and consistent brand personality that resonates with customers. They serve as a framework for shaping a brand's tone, style, and overall image, making it easier for consumers to relate to and connect with the brand.
A brand promise is a commitment or assurance made by a company to its customers. It represents the core value or benefits that customers can expect to receive when they engage with the brand's products, services, or experiences. The brand promise is a pledge to consistently deliver specific qualities, advantages, or outcomes that differentiate the brand from its competitors.
The logo is a central element of a company's visual identity. It's a symbol or graphic representation that is easily recognizable and associated with the company. The color scheme, typography, and design elements used in marketing materials, websites, and packaging contribute to the visual identity that makes the brand recognizable and differentiated.
A summary of the most fundamental truths about your brand: your purpose, vision, mission, values, and strategic objectives.
A strategic edge or superiority that a company holds over its competitors within its industry or market.