A brand is a set of perceptions that people have and hold about you, your organization and its products based on experience, exposure and interpretation. It is all about perception … and expectations. Strong brands are clear, confident and consistent and they communicate clearly, confidently and consistently — online and off. They create and claim a position of value in a prospect’s mind, and then work tirelessly to build and maintain top of mind awareness.
A positioning statement is at the core of a branding strategy. Branding is the execution of that positioning statement. Successful brands have thoughtful branding strategies directing their growth and detailed visual identity standards backing them up.
Effective brands make a clear Promise and provide a clear and believable ‘Reason Why’. Strong brands focus on benefits, not attributes, and are entirely customer-focused. Attributes are product or service features. Benefits are the results or value that an attribute or abundle of attributes deliver. They are the promise of doing business with you and your organization. Make sure that the reality delivers on that promise … Lori Martinek, Branding Expert & Author, https://edcgrow.com