Branding is typically thought of as a logo, name or tagline that identifies a company or product from its competitors.?
While it’s true that all of those elements form part of a brand, in reality, they’re only one small part of your greater brand identity.
So what does it really mean?
In The Brand Gap, Marty Nueminer defines branding as “what people say about your business when you’re not in the room or their gut feeling about your company, product or service”
David Aaker categorizes it as “a set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another” in Aaker on Branding.
At Highly Persuasive, we define branding as ‘how a company, individual or organization is being perceived in the marketplace by everyone outside of the company’. In other words, it’s what people think your business is like versus what it’s actually like.?
Regardless of how you word it, branding is about creating, maintaining &? managing the perception of your business in the eyes of your audience.