Building a Brand
A brand is a perception or set of associations consumers have of a business. Those perceptions originate from the story you tell about your business, the vision, the values you hold, the products and services you offer, and how your customers are transformed as a result of using those products or services.
The key elements of the process are illustrated in the following diagram:
Key Steps in Building Your Brand
- Brand Platform Development
- Brand Expression
- Brand Expansion
- Brand Authority
Brand Strategy
Brand strategy is a plan that businesses create to embed themselves in the minds of prospects and customers. It uses the above four elements to build recognition, sentiment, and preference. When a company is successful at brand strategy, consumers know who they are and what they do as well as the brand’s look and feel, and they’ve also now formed an opinion about the brand.
For the full article please see the following MEDIUM article: