What is Branding?
Branding is the process of creating a strong, positive perception of a company, its products or services in the customer’s mind by combining such elements as logo, design, mission statement, and a consistent theme throughout all marketing communications. Effective branding helps companies differentiate themselves from their competitors and build a loyal customer base.
- Your Brand is Your Story
- Told by others
- Shared by others
- Perceived by others
- Branding is your reality
What is brand strategy?
When it comes to this subject – Marty Neumeier is a true brand strategist and this is how he defines brand strategy:
“A plan for the systematic development of a brand in order to meet business objectives.“
— Marty Neumeier, Brand Gap
The goal of brand strategy is to shape the perceptions of a brand’s audience so that ultimately we can influence them. Therefore, the brand strategy sets out the plan for shaping those perceptions through different forms of expression both visual and verbal.
Brand strategy used to be reserved for global brands, but now more business owners have started to realize the importance of building a brand and the strategy behind it.
What does a brand strategist do?
If a brand strategy is a plan for development of a brand, then brand strategist is the person who helps to plan that development.
What a brand strategist does in a nutshell: This is the simplest breakdown into 3 sections.
- Defines the brand internally (Brand core)
- Positions the brand in the market (Brand positioning)
- Defines the brand externally (Brand persona)
However, the main role that a brand strategist performs is to understand the business and its audience.
