A brand is an intangible experience made tangible through its brand assets. Brands begin with a purpose and belief. It addresses important human questions such as: Who are you? Why do you exist? What is your story? What do you want your audience to feel? Why should your audience care? What makes you different? How do you want to help the world?
From this belief, branding creates tangible assets to help you communicate your intangibles to your audience. These tangible brand assets come in many forms, and begins with its verbal and visual identity systems.
Your logo, colours, icons, imagery, music, forms, illustrations, typography, and mascot - are important foundations before crafting your collaterals.
Your website, brochures, sales galleries, retail outlets, videos uniforms, packaging, vehicle wraps, and social media content - all need to carry your identity and messaging consistently; so that your audience can easily recognise and instantly identify you.
Essentially, a brand = perception, belief, and feeling. It is a personal interpretation that lives in the minds of people and exists as conversations. Brands have value and meaning because people talk about them to other people.
Branding = the process, methodology, and action of creating a purposeful, unique, easily-recognised, transformative, and well-loved brand. In short, as mentioned above, it is about influencing how you want people to feel about your business - internally and externally.
