What do you think of when you hear the word "brand"? Do you think of your company's logo, website, or mascot? Maybe you think of another famous logo like the Nike swoosh or Apple's apple. Many consumers believe that "brand" means something visual, like a logo or a website, and they are somewhat correct; a brand is illustrated through its visual identity. But a brand is so much more than that. And a savvy business owner understands this important detail.
What is a Brand?
Branding versus Marketing
Brand Building Never Ends
The Elements of Brand Strategy
- Brand Positioning: This is the competitive space your brand occupies in the market. It articulates who your product or service is for, the need your customers have, and how your product fills that need. For example, Phase 3's positioning is: "For busy marketers who are being asked to do more with fewer resources, Phase 3 simplifies work by delivering the most-needed marketing services in-house under one roof.