- A brand is not just a logo or physical mark. It’s an emotional experience that’s strengthened or weakened through every interaction with a business. A brand is what people think, feel, and say about your business (which differs from marketing, which is what you say about your business).
- A strong brand is built through three core attributes that shape people’s perceptions:
- What you stand for: Your purpose, vision, mission, and values
- How you communicate: Your voice, personality, and messaging
- What you look like: Your logo, colors, fonts, and visual identity
- Building a strong brand requires delivering positive and consistent emotional experiences that cultivate trust. This emotional connection is what compels people to choose you over competitors and return to your brand repeatedly, creating the familiar feeling that drives brand loyalty.
Read more → How to Find Your Brand Heart (Plus Free Workbook Template)