What is a brand made up of?

A brand is an entity (organization, business, product, service, or being) and/or the perceived impression of that entity.

A brand creates an emotion in the audience! The deliberate process of creating the said emotion is branding!

In order to create an emotion, every brand (consciously or unconsciously) is made up of a few key elements. Mainly - Strategy & Identity.

In simple words, if a brand were a tree, then the roots would be the strategy, and the branches, leaves, flowers, and fruits would be the identity. Or, if a brand were a wall, then the strategy would be the founding bricks & identity would be the paint.

Brand Strategy is about discovering who the brand is, where it is going, and how to get there. And includes:

• values

• purpose

• mission

• vision

• goals

• audience

• positioning

• messaging

• personality

• voice

Brand Identity is about giving a unique voice and visibility to the strategy, which includes:

• logos

• colors

• typography

• copywriting

• elements

• icons

• illustrations

• patterns

• images

• videos

Good branding helps gain traction internally within the team, and externally with the audience!

For the next few hours

• Notice all the brands around you, notice your perception of that brand, and think of how you would describe it to others?

• Think about yourself as a brand; what would others describe you as?

FAQ’s

• How do companies effectively align their brand strategy with their brand identity to ensure they are conveying a consistent message?

  Aligning a brand strategy with brand identity is a nuanced process that requires deep introspection and external awareness. Companies often start by defining their core values, mission, and vision internally. Then, they translate this understanding into a tangible form through brand identity elements such as logos, colors, and typography that consistently reflect and reinforce these principles. It's like writing a story; the strategy is the plot, and the identity is the cover and illustrations that draw readers in. The key is ensuring that every aspect of the identity echoes the strategy's message, creating a seamless narrative that resonates with both the team and the audience.

• What methods do brands use to evaluate if the emotion they aim to create is actually being felt by their audience?

  Measuring the emotional impact of a brand involves both direct and indirect approaches. Directly, brands can engage with their audience through surveys, feedback forms, and social media interactions to gauge their emotional response. Indirectly, brands can analyze customer behavior, loyalty, and engagement levels to infer emotional connections. For instance, a high rate of repeat customers or viral sharing of a brand's content can be indicators of a strong emotional bond. Additionally, modern marketing tools equipped with sentiment analysis can parse through customer reviews and social mentions to capture the brand's emotional pulse.

• Can a brand's strategy and identity evolve over time, and if so, how can this be done without losing the essence of the original brand?

  As for the evolution of a brand's strategy and identity, it is not only possible but often necessary to remain relevant and competitive. This evolution should be approached with care, maintaining the core essence that customers have come to trust. It involves listening to customer feedback, staying ahead of market trends, and being willing to adapt. When changes are made, they should be communicated transparently to the audience, explaining the reasons and benefits. This openness can turn an audience into brand advocates who feel part of the brand's journey, rather than mere observers of its change.

Read the next blog to learn more about What Problems Does Branding Solve?

If you’re ready to create an impactful branding, get in touch!

CREATIVELY EXPRESS your UNIQUE brand STORY THROUGH BEAUTIFUL DESIGNS

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CREATIVELY EXPRESS your UNIQUE brand STORY THROUGH BEAUTIFUL DESIGNS ✦

All my best,