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But branding isn’t just a few things like a company’s name and logo. It’s also about the company’s reputation, the way a company’s products and services are advertised, and about a company’s values.
The goal of the branding process is to build awareness and loyalty.
Branding is not solely for companies and organizations.
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There are some important branding terms you should understand.
📌 brand assets – visual assets (fonts, colors, resources, etc. that form the outward-facing brand)
📌 brand associations – anything that people associate with a brand
📌 brand awareness – the ability of customers to identify a brand in a crowded market.
📌 brand personality – the brand’s personality traits (e.g. innovative, socially conscious, trustworthy, friendly)
📌 brand positioning – how a brand is perceived against its competitors
📌 brand promise – a brand’s unique selling proposition (for Volvo it’s “safety”)
📌 brand values – what guides your company’s decisions and behaviors?
📌 brand voice – how does your brand «speak»?