What is a brand?
A brand is a company or person’s personality and the sum of their values. In other words, a Brand is who you are. A brand is not a product, although a product can reflect or embody a brand’s message.
Why is a brand important?
There’s a lot of research out there that says people subscribe and buy into brands they identify with more than with than with the product itself. Brands are a powerful way to quickly attract your customers and followers to you.
The Power of a Strong Brand
Struggling to figure out your marketing content plan?
The voice you use to communicate your ideas is just as important as the ideas themselves. The more clear that voice is, the easier it is to generate effective content. Once you nail your brand voice down, the rest of your messaging falls into place. It’s easy to identify the promise you offer to customers. All of your communications reinforce your brand’s values and promise.
I approach branding through the medium of brand archetypes, which is a psychology concept developed by Carl Jung. Marketing experts have adopted Jung’s 12 archetypes to describe the persona and voice of both companies and the consumers that use them.
Brand development is usually the first step in developing a marketing plan. Often, a fragmented brand leads to a disjointed marketing plan.