Branding is all about:
-Personifying an organization, product, or service
-Creating an association that enhances or detracts the customer's experience.
-A person's gut feeling: Confidence
-The source of emotional connections
-The Promise to Customers
-The embedded idea or concept
-Perception
To understand how a brand is being associated and perceived by your customers ask the following questions:
1. What is the vision, mission, goals, and objectives of my company, product, or service?
2. Who are my customers? What are their defining characteristics: ages, demographics, creative and visual triggers, associations, and habits?
3. What is the best way to differentiate your experience from your competitors, and make this differentiation visible to my customers and prospects?
A company's, product's, or service's "story" is key to personifying and associating a brand with a customer's need or want.
What is your story and how will it connect with your customers?
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