What is brand?
As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them,and believe in their superiority. How a brand is perceived affects its success, regardless of whether it’s a start-up, a nonprofit, or a product.
A brand is a person’s gut feeling about a product,service, or company.
Marty Neumeier - The Brand Gap
Who are you? Who needs to know? How will they find out? Why should they care?
Brands have three primary functions*
Navigation
Brands help consumers choose from a bewildering array of choices.
Reassurance
Brands communicate the intrinsic quality of the product or service and reassure customers that they have made the right choice.
Engagement
Brands use distinctive imagery, language, and associations to encourage customers to identify with the brand.
*David Haigh, CEO, Brand Finance
Quoted from the book Designing Brand Identity by Alina Wheeler
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