brandXpress blog

A brand is not:

• a trade mark – these are leagal properties
• a mission statement – this is a reminder
• a logo or a slogan – these are your signatures
• a product or a service – these are just the tangibles
• advertising – they deliver your messages

A brand is:

• Point of view – branding is a strategic point of view, not a select set of marketing activities
• Customer value – branding is central to creating customer value, not just sound bites and images
• Competitive advantage – branding is key tool for creating and sustaining competitive advantage
• Engineered – brand strategies must be “engineering” into the strategic planning process
• Alive – brands get their identity from meanings. Products and services are the blood of a brand. Your organizational culture and standards for action are the heartbeat.
• Logic and emotion – branding is part science and part art

Source

Related posts:

1. 7 Steps to Design Your Brand Every company has a brand whether they created it through...