What is a Brand?

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What is a Brand?
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• Branding is a confusing concept for even seasoned
  marketers!
• What is a Brand might seem like a simple
  question but it is not.
• If you are confused about your brand, youll end
  up confusing your customers as well.
• There are 5 concepts which define a brand and
  they are as follows.

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The Brand Promise

• Your brand is a promise to your consumers.
• When a customer buys your product or service
  what do they get?
• More than just tangible products and services, a
  brand incorporates the feelings that consumers
  get when they use your products and services.

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The Brand Perceptions

• Brands are built by consumers, not companies.
• How the consumers perceive a brand, defines the
  brand.
• How consumers perceive your brand is important,
  not how you perceive it.
• Develop consumer perceptions that accurately
  reflect your brand.

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The Brand Expectations

• Consumers develop expectations for your brand
  based on your brand promise.
• When they buy your products or services, they
  assume their brand expectations will be
  fulfilled.
• Its important to meet consumer expectations in
  every interaction. Otherwise consumers will look
  for other brands that will meet their
  expectations every time.

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The Brand Persona

• Every brand has a persona. Think of your brand as
  a person.
• From personality to appearance and everything in
  between, consumers will evaluate and judge your
  brand persona before they do business with you.

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The Brand Elements

• Brand is represented by
• Intangible elements Persona, Expectation,
  Perception Promise
• Tangible elements - Brand logo, packaging,
  messaging and so on.
• All of these elements must work together to
  consistently communicate your brand promise,
  shape brand perceptions, meet brand expectations,
  and define your brand persona.
• If one element goes wrong, your entire brand can
  suffer.

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• Brands arent built overnight.
• Before you can define and live your brand, you
  need to find the direction that helps you reach
  your goals.
• Develop a brand that promises the right things to
  the right people.

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THANK YOU!

• Develop your brands unique essence through our
  brand building strategy. Get in touch with us
  today!
• Visit us - http//www.brandharvest.net/brand_strat
  egy.htm