A KEAP GUIDE TO BRANDING
What is branding?
Though it has layers, branding, in the simplest terms, is a practice in which a business creates a name, logo and corporate identity that sets it apart from competitors.
On a deeper level, successful branding enables a company to distinguish and cement precisely what it offers to consumers in a competitive marketplace. In other words, a company’s brand is essentially its DNA. Thus, a smart business works tirelessly to establish and maintain a brand that presents a compelling representation of what it is and what it stands for.
“A brand is the way a company, organization, or individual is perceived by those who experience it-your customers, partners and employees,” said Luke Hayman, a partner at Pentagram, the world’s largest independently-owned design studio. “This perception comes from a combination of how you communicate visually and verbally, and most importantly, how you behave and the quality of your products or services.”
Branding indeed shapes perceptions and transports consumers from basic awareness to full attachment. Per a recent study by Cohn & Wolfe, 63% of people surveyed across 12 global markets said they would give their business to an authentic brand over a competitor that conceals who they are.
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