Branding 101: How To Build A Strategic Brand in 2024
Summary
TLDRStephen Houraghan from BrandMasterAcademy.com introduces 'Branding 101', a guide to constructing a strategic brand that captivates audiences and outshines competitors. He explains that branding transcends visual elements like logos and involves a comprehensive ecosystem that appeals to a specific audience. Houraghan emphasizes the importance of understanding audience needs, differentiating from competitors, and crafting a brand strategy that includes a clear brand identity, messaging, and storytelling. He outlines the foundational pillars of successful branding, such as brand DNA, target audience, positioning, personality, verbal identity, and visual identity, advocating a systematic approach to building a brand that resonates with and influences the audience's buying decisions.
Takeaways
- 📚 Branding is about making a business more appealing to a certain group of people than competitors and influencing their buying decisions.
- 🎨 Brand identity includes visual elements like logos, color palettes, fonts, and image styles that represent the brand visually.
- 📈 Brand strategy is the plan behind the brand, focusing on how to engage, resonate, and connect with the audience to influence their decisions.
- 🧬 Brand DNA encompasses the brand's purpose, vision, mission, and values, serving as internal guideposts for decision-making and brand direction.
- 🎯 Target audience identification is crucial for being relevant and specific to a particular market segment, rather than trying to appeal to the entire market.
- 🔍 Positioning strategy involves understanding competitors and finding gaps in the market to offer something different and valuable to the audience.
- 🌟 Brand personality is about showing up in the market with a distinct character that resonates with the audience's traits and aspirations.
- 🗣️ Verbal identity is an extension of brand personality, defining how the brand communicates in the market, including language and tone of voice.
- 📣 Brand messaging is critical for strategic communication with the audience, focusing on what, why, and how the brand wants to be perceived.
- 📖 Brand story is more about the audience's journey and experiences with the brand rather than just the founder's story.
- 🏷️ Brand name and tagline are strategic tools that communicate who the brand is and what it stands for, ideally developed after establishing the brand strategy.
Q & A
What is the fundamental purpose of branding according to the video?
-The fundamental purpose of branding is to make a business more appealing to a certain group of people than its competitors, with the aim of influencing their buying decisions.
What is often misunderstood about branding in terms of its visual aspects?
-Many people believe that branding is solely about the visual appearance of a brand, such as the logo. However, the video emphasizes that while visuals are important, they are just the tip of the iceberg, and a true brand involves a machine of elements working together.
What are the two terms often confused in the context of branding, and how does the video differentiate them?
-The two terms often confused are 'brand strategy' and 'brand identity'. The video differentiates them by stating that brand identity is the visual representation of the brand, while brand strategy is the plan behind the brand that engages, resonates, and connects with the audience.
What are the key components of brand identity as mentioned in the video?
-The key components of brand identity include the logo, color palette, fonts, and image style, which are all the visual assets that the brand uses to show up in the world.
Can you explain the importance of understanding the target audience in branding as highlighted in the video?
-Understanding the target audience is crucial because it allows a brand to be more relevant and appealing to that specific group of people. Without a clear understanding of the audience, a brand risks being too generic and failing to connect with any market segments effectively.
What is the role of brand personality in attracting and retaining the audience's attention?
-Brand personality is important because it helps draw in the audience by showing up with a distinct character and traits. It makes the brand more relatable and engaging, which is essential in capturing the attention of modern consumers who have limited focus to give to brands.
How does the video describe the relationship between brand strategy and brand identity?
-The video describes the relationship between brand strategy and brand identity as one where they work hand in hand. The brand strategy provides the plan and messaging, while the brand identity visually represents the brand to the audience.
What are the fundamental pillars of a successful brand as outlined in the video?
-The fundamental pillars of a successful brand, as outlined in the video, include brand DNA (purpose, vision, mission, and values), target audience, positioning strategy, brand personality, verbal identity, brand messaging, brand story, brand name and tagline, and visual identity.
Why is brand messaging considered an impactful tool of influence and often overlooked?
-Brand messaging is considered an impactful tool of influence because it defines what a brand wants to communicate to its audience and how it wants to be perceived. It is often overlooked because many brand leaders focus more on the visual aspects of the brand rather than the strategic communication of messages.
What is the significance of a brand's story and how should it be aligned with the audience's journey?
-The brand's story is significant because it helps create an emotional connection with the audience. It should be aligned with the audience's journey by resonating with their experiences, challenges, and aspirations, thus making the brand more relatable and appealing.
Why is the order of developing a brand name and tagline towards the end of the branding process recommended in the video?
-The video recommends developing a brand name and tagline towards the end of the process because by that time, the brand's strategy, positioning, personality, and messaging have been defined. This allows for a brand name and tagline that are more aligned with the overall brand strategy and effectively communicate the brand's position to the audience.
How does the video emphasize the importance of the visual identity in the overall branding process?
-The video emphasizes the importance of visual identity by stating that it is often the first thing people notice about a brand and has a significant impact in a short amount of time. It should be designed with the brand strategy in mind to ensure it reflects the brand's personality and appeals to the target audience.
What is the final takeaway from the video regarding the perception of a brand?
-The final takeaway from the video is that a brand is a perception that lives in the marketplace, and as brand builders, the goal is to influence that perception through position, differentiation, personality, messages, stories, and visual identity.
Outlines
😀 Introduction to Branding 101
Stephen Houraghan introduces the concept of branding as a strategic tool to make a business more appealing to a certain audience, emphasizing that branding goes beyond visual elements like logos. He explains that branding is about influencing buying decisions and involves understanding the audience and creating an ecosystem around the brand. The importance of branding is contrasted with the alternative of trying to sell without influencing the audience, highlighting the competitive nature of the market and the need to stand out.
🔍 Understanding Brand Strategy vs. Brand Identity
The script clarifies the difference between brand strategy and brand identity. Brand identity is the visual representation of a brand, including the logo, color palette, fonts, and image style. In contrast, brand strategy is the plan that guides how a brand will engage and resonate with its audience to influence their decisions. The importance of both elements working together is stressed, as well as the need for a messaging strategy, storytelling, and brand personality to effectively communicate the brand's position and value.
🏛 The Pillars of Successful Branding
The video discusses the fundamental pillars essential for building a successful brand. These include brand DNA (comprising purpose, vision, mission, and values), which serves as an internal guide for decision-making. The target audience is highlighted as a critical aspect, with the advice to segment the market to be more relevant. Positioning strategy is also covered, focusing on finding gaps in the market to differentiate from competitors. Brand personality is described as a way to connect with the audience on a personal level, and verbal identity is presented as an extension of the brand personality, guiding how the brand communicates.
📚 The Importance of Brand Messaging and Storytelling
Brand messaging is identified as a crucial tool for influencing audience perception. It involves defining what the brand wants to communicate and how these messages will be distributed across channels. The script also emphasizes the power of storytelling in branding, suggesting that brands should focus on telling the stories of their audience rather than their own. It mentions the use of case studies and testimonials to resonate with potential customers and the importance of aligning brand stories with the audience's journey.
🎨 Developing a Visual Identity and Brand Name
The script explains that the visual identity of a brand is a critical element that should be developed with a clear strategy in mind. It argues against focusing solely on the visual identity early in the process, suggesting that understanding the brand's position, personality, and messaging first will lead to a more effective visual representation. The brand name and tagline are also discussed as strategic tools that should reflect the brand's market position and value proposition to the audience.
🛠 The Process of Building a Brand
The final paragraph outlines the process of building a brand, starting with establishing the brand's purpose, vision, mission, and values. It then moves on to identifying the target audience and differentiating the brand in the market through a unique positioning strategy. The brand's personality, verbal identity, and messaging are developed next, followed by crafting brand stories that resonate with the audience. The process concludes with designing the visual identity and implementing a marketing strategy to engage the audience effectively.
Mindmap
Keywords
💡Branding
💡Brand Strategy
💡Brand Identity
💡Audience
💡Positioning Strategy
💡Brand Personality
💡Verbal Identity
💡Brand Messaging
💡Brand Story
💡Visual Identity
Highlights
Branding is about making a business more appealing to a certain group of people than competitors.
Branding is more than visuals; it involves a machine of elements working together to influence buying decisions.
Brand strategy and brand identity are often confused but represent different aspects of branding.
Brand identity focuses on visual assets like logos, color palettes, and fonts.
Brand strategy is the plan behind the brand, engaging and resonating with the audience.
Understanding the audience is crucial for building a brand ecosystem that appeals to them.
Brand DNA includes purpose, vision, mission, and values, guiding the brand's internal decisions.
Targeting a specific market segment is more effective than trying to appeal to the entire market.
Positioning strategy involves finding gaps in the market to differentiate your offering.
Brand personality helps draw in the audience by showing up with a distinct character.
Verbal identity is an extension of brand personality, defining how the brand communicates.
Brand messaging is a powerful tool for influencing audience perception.
Brand story should resonate with the audience's journey, not just focus on the founder.
A brand name and tagline are strategic tools that should reflect the brand's market position.
Visual identity, while often the first considered, should be designed with the brand strategy in mind.
The process of building a brand involves developing each pillar in a chronological order.
Branding is about influencing audience perception through position, differentiation, personality, messages, stories, and visual identity.
Transcripts
What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn branding 101 how to build a strategic brand so you can understand the
machine that influences audiences to choose your business of your competitors again and again so
what exactly is branding well look it's a pretty broad question and when you sit down and think
of it there are many different perspectives on this a lot of different players with different
opinions and different positions on what branding actually is but when you strip away all of that
complication and really think about what branding is it's about making a business more appealing
to a certain group of people than the competitors and the aim of the game here is to influence their
buying decision now a lot of people believe that branding is about how a brand looks you know the
the logo how it appears visually and for the most part the they are right to some extent but really
that's only the tip of the iceberg beyond the iceberg below the surface you have a machine of
elements all working together to make up the brand if all you have is a logo if all you have are
the visuals then there's no mechanism behind that brand to make those connections with the audience
so to answer the question what is branding it's all about understanding exactly who that audience
is and then building a brand and an ecosystem around that to make that business more appealing
to that group of people so why exactly is branding so important well think about the alternative for
a second you have a business and you want people to buy your stuff but in order for them to buy
your stuff you're going to have to influence them now if all you know about branding is that
you need a logo on a website and you go ahead and pay a designer to get that logo and to get
that website and you put that website out into the world what do you have to influence those people
the Assumption there is that people are just going to come to your website and see that you
have a good looking brand you have a website copy telling them what you do and then they're just
going to hit that buy button but the reality is completely different there are so many businesses
vying for the attention of your audience and they're doing their very best to influence their
buying decision and they're not just using logos and websites they're digging deep to understand
exactly who Their audience is how they tick you know what makes them tick what drives them what
motivates them what what what are their fears what is it that they really want to achieve and
what problems do they have that the business can solve once they understand all of that then they
can devise a plan of how they will communicate to them that will influence how they feel and think
about that brand which will ultimately influence their decision okay so what is the difference
between brand strategy and brand identity these are two terms that are often used synonymously or
if people see these terms side by side they can't really differentiate between the two the brand
identity is the visual brand it's how the brand shows up in the world visually so we're talking
here about those visual assets we're talking about the logo the color palette the fonts the image
style you know everything that the brand uses to show up visually is the brand identity that's
how the brand is represented visually the brand strategy on the other hand is the plan behind the
brand and how they're going to engage and resonate and connect with that audience again to ultimately
influence their decision now the brand identity will have an influence on the audience they will
see that identity and if the colors and the style match what they like it will draw them in but it
won't influence their buying decision just with the visuals behind those visuals there has to be
some kind of strategy and some kind of messaging that's going to speak to who they are that's where
the brand strategy comes in within the brand strategy you understand who that audience is
you understand what the competitors are offering them and then you have a position in the market
that's different from those competitors and that difference is going to offer your audience
an alternative to what's already out there in the market and with that difference with that
understanding of what you do and the value you're going to bring to the table it's going to help
them to make their decision with that position you need to communicate that position well and
you do that through your messaging strategy you do that through your your storytelling and you
also do that through your brand personality they are the characteristics that you use the
traits that you use the verbal identity how you're going to speak to your audience are you going to
be cheeky are you going to be fun are you going to be formal or authoritative what is it that's
going to draw them in to help them to choose you over your competitors all of these elements come
together in the brand strategy and that is the makeup of the strategy and on the front lines of
that is the visual identity so they work hand in hand together to ultimately influence the audience
the perception they have of the brand and their buying decision now behind every successful brand
are a set of familiar fundamental pillars that provides the foundation for that brand to grow
so let's dive into each one of these pillars first up is the brand DNA now within the brand DNA you
have a few key ingredients here you've got your purpose your vision your mission and your values
now this is probably the most common common area of branding the people are aware of before they
get into positioning and differentiation and personality they will probably come across
these elements first and foremost and they tend to be overlooked a little bit in terms of their
importance people put together a purpose statement a vision statement a mission statement some values
and then they don't know how to communicate them but communicating them is not the name of the game
the brand DNA is about who the brand is internally and it's there to guide decisions and actions as
to where that brand is going where they're going in the future what are they committed to in order
to achieve their vision for the future what do they hold dear in the way they do business
through their values these are all internal guide posts to help the brand make the right decisions
so that the brand stays on track it stays on brand in terms of where the leaders want that brand to
go and what perception they want to create in the market so it's really important to have the
Brandy and a first and foremost the leadership team and everybody within the brand knows where
they're going next up is the target audience now I have seen this mistake time and again Business
Leaders they come to the table with a business plan and they have an idea for a product or a
service but they really haven't taken the time to consider exactly who they're trying to help
they know there's a market out there for their products and their services but every Market is
broken up into segments and if you turn up with a product or service to the market that is meant for
the entire Market most likely you're going to miss out on pretty much all of those segments because
you're not relevant enough to those segments so think of your Market as a pie now if you turn up
to the market and you try to appeal to that whole pie then chances are you're not going to be able
to do that if on the other hand you segment or you slice up that pie and you hone in on a particular
slice then you can identify what differences those people have within that segment to the
rest of the market and when you understand that when you understand those differences when you
understand what makes them tick then you can appeal to them more specifically so this is
without a doubt one of the most important aspects in the whole spectrum of branding and marketing is
getting clear on exactly what segment of the market you want to Target so you can appeal
to them more specifically and be more relevant to who they are next up is your positioning strategy
now again going back to the leader going into the market for the first time having a product
and a service that the market wants is great but if your product and service is the exact same as
everybody else in the market first of all you're at a disadvantage because those are the players
in the market already have that awareness they already have a head start on you so you're not
giving your audience anything to really choose you over them so you're at a complete disadvantage if
you just have the same as everybody else so what you need to do is you need to understand what
your competitors are offering your audience and then look for gaps and opportunities as to what
the audience wants and what they're not getting from your competitors in the market and that's
where your opportunity for your positioning strategy lies and your differentiation in
the market so this is really about showing up to the market with something different to offer an
alternative to what's already out there and look this doesn't necessarily need to be disruptive
you don't need to be an Uber going into the market disrupting the the taxi industry it just needs to
be something slightly different maybe it's the way you provide your services maybe it's done
with you instead of done for you maybe there's a an element of convenience to it maybe there's
something along the brand experience that's a little bit different to what your competitors
are offering but this is really really important to show up to the market not just with the same
as everybody else not the same price products in the same Services targeting the same people Target
someone different Target a specific segment of the market and give them within the market something
different than your competitors are offering and they will turn their attention towards you the
next pillar is your brand personality now showing up to the market with a great visual brand is a
really good way to get some attention to get some visual attention but let's say for example
you have a beautiful looking website you have a beautiful logo and then your audience turns
up to your side and your website copy is Bland and it's dry and there's there's nothing really
there to draw your audience in you're speaking in corporate tones it's very very easy to lose the
attention of modern consumers today because quite frankly you know this yourself we don't have a lot
of attention to give other people or other brands and we really need to feel drawn in to give our
attention and brand personality is a great way to do that and this goes back to understanding
who your audience is not just what they want not just their desires and their fears but also what
is their personality what traits do they have what is it that they're trying to achieve in
life are they you know chilled out do they have a connection with the Earth are they driven are they
full of energy do they want to save the world are they authoritative do they have a desire to have
a high status in society what is it that drives them and what are their personal quality traits
when you really understand that you can understand how to show up with your brand and archetypes are
a very very good foundation for you to build your brand personality with if you don't know what
archetypes are I have a video on brand archetypes I'll leave that in the description but it's about
understanding the personality of your audience and then really putting together a personality
that's going to appeal to who they are and using traits within how you communicate and not just
your visuals here but your messaging as well what tone of voice are you going to use what traits are
you going to use within your communication within your writing and that will really help to draw in
your audience because you're showing up to the market with a bit of personality and something
different to what's already out there the next pillar is your verbal identity now I touched
on this with the brand personality and verbal identity is essentially an extension of your
brand personality it's the way your brand speaks in the market how it it talks the language that
it used the the the tone of voice it's going to use so you know are you going to show up with you
know rough language rugged language are you going to be a little bit edgy or are you going to show
up a little bit more relaxed more eco-friendly a little bit more soft in how you communicate
with your audience so there's a lot of scope for differentiation here just within your your verbal
identity alone so really thinking about you know how we are as people how we connect with other
people and the people that you like within your lives you know do you tend to have a group of
friends that are energetic and a little bit more edgy and you know use bad language or do you tend
to gravitate more towards people who are kind of laid back and you know speaking soft tones so just
understanding this alone about yourself and your own life and the the people that you're attracted
to will help you to understand how brands use verbal identity and again this this goes back to
who your audience is who you're trying to connect with who you're trying to appeal to but as I said
there's a lot of scope for differentiation within your verbal identity but it's really
understanding the role that you're going to play in the market who your audience is and
the way you're going to resonate with them next up is your brand messaging now this is probably
the one of the most impactful tools of influence that any brand has and it probably overlooked more
than not by brand leaders who go into the market trying to build a brand they put all this focus on
how the brand looks you know the logo the website how they're appearing in the market and they put
very little emphasis on the messaging that they're going to put out there in the market now I'm not
just talking about copywriting here copywriting on your website this is the whole spectrum of
communication within your brand you know you need to Define exactly what you want to say to your
audience what's important to your audience when it comes to choosing a brand when it comes to over
coming the problem that they have what is it that they're they're looking for and what signals will
provide them with the idea that you have what they need so your brand messaging is super important in
determining exactly what you want to say to your audience and how you're going to distribute those
messages across channels now again this goes hand in hand with your brand personality the
messages that you put out there into the market is what you're going to say and the personality
and the verbal identity is how you're going to say them so understanding what you want to say
is super critical in influencing how your audience perceives your brand the next pillar is your story
now your Brand Story can come in different forms of course you have the Founder's story so who the
founder is where they've come from where they're going to now in all honesty your audience is not
too interested in who the founder is now that will probably crush a few egos here but really building
a brand is not about you it's all all about your audience the story that your brand needs
to be telling or certainly needs to be focusing on is the story of your audience now you can do
this in many different ways you can look at past clients or past customers that have been through
the process that you provide and document that document that through case studies and
testimonials so that they can tell their story that will resonate with your future audience
or with your future customers but this is really about resonating and connecting we're all drawn
in to stories we certainly remember stories a lot more than we remember facts and if you're able to
make that emotional connection and if you're able to tell a story that kind of aligns with who your
audience is the journey that they're on where they're coming from where they're going to the
challenges that they're having along the way they're the kinds of stories that draw Us in
and if you think about this yourself when you sit down to read a story and there are many different
characters within the story you tend to take the a position of the protagonist within the story
and you tend to follow their journey and that's exactly what we want to do with our audience we
want to tell that story and if your story is super aligned with the journey that they're
on they're going to be drawn in so thinking about exactly what you do as a brand where you've come
from where you're going is is great but when you really nail down your audience and their story and
you weave that in to the stories that you tell and the messages that you put out there in the
market then you're really going to draw your audience in because you will confirm to your
audience that you understand their Journey what they're going through where they're going and
what they're trying to achieve and then of course you have your brand name and your tagline now this
might seem strange that it's so far along and we haven't mentioned this before but really if you
think about it your brand name and your tagline is a strategic tool it tells your audience who
you are and what you're about and if you do this early on in the process then you're not going to
have the added advantage of knowing the position that you want to take in the market the difference
you're going to offer the personality that you're going to show up with and the messages that you're
putting out there into the market when you have that information putting together a brand name
and a tagline is far more effective because it's helping you solidify that position it's helping
you to communicate to your audience exactly how you're going to help them and what you're all
about so this is a really really important part of branding and you know it tends to be kind of
tacked on to services that are out there but in my opinion this is probably one of the most important
aspects in the whole spectrum of branding because when people see your brand name and they see your
tagline you know you think about how many people will see that and if you're able to throw a hook
out with that brand name and that tagline and it resonates with them quickly it tells them quickly
what you're about and what you can potentially do for them that will help them to bring them into
your world so really Define finding a brand name that is aligned with your position in the market
and the position that you're trying to own and the message that you're trying to get across to
your audience is really important if you do this too early in the process you're going to miss that
opportunity and unfortunately that's how most brand names are created they're created by the
business owner before considering the strategy but the right way to do it is to consider the strategy
then develop the brand name And the tagline and last but not least you have your visual identity
now we're getting to the visual identity at Point number nine when a lot of people believe when they
think about a brand or building a brand this is the first point that they will look towards to
build their brand but really think about all the elements that we have considered up until this
point we've considered who the audience is we've considered the competitors in the market how we're
positioned in the market the difference we're going to make the personality that we want to
show up with what those traits are and the verbal identity within that personality as well and the
messages and stories that we want to send out into the market now think about all the tools we have
at our disposal to design the visual identity and think about the designer in this position
being able to reflect on the strategy and allowing that to guide their designs compared to a designer
who is sitting down with an open brief to design a visual identity for you know brand name X so
designing the visual identity with the strategy in mind is the best way to do this because we
can really consider that personality and those traits and weave that in to the person into the
visualized identity that we are designing so again a really really crucial element in the brand when
we see the brand for the first time it has that immediate impact on us and there is no element
within the brand that is as impactful as that visual identity in that short space of time that
we have to really draw our audience in so it's really really important but it's really brought
into the context of how important it is is really under the microscope when we consider the strategy
beforehand and we consider how that strategy can influence the design so now that we know all the
pillars what is the process in putting all this together in building the brand and building those
pillars and then getting that out there into the market well simply following those pillars that
I've put forward which are in chronological order should be developed in that chronological order
the purpose the vision the mission the values understanding what's important to the business
leader where the brand is going and what they are committed to in the way they do business and then
looking into the market to who the audience is and what really they're trying to achieve and
what segment of the market you're going to Target because remember you can't Target the whole Market
or you're simply going to blend in you're not going to really appeal to those because you don't
have enough specificity targeting a segment within the market gives you that opportunity
to to add specificity and then when you know that Target you want to go after you can look at who's
already serving that audience and what they're not doing well what gaps they're leaving in the market
that's where you find your positioning strategy that's where you find your difference and that's
where you're going to be able to add value to the market once you've done that once you've defined
your position then it's all about how are we going to show up in the market what's the personality
we're going to lead with what are those traits and what are those verbal identity elements that
we'll use what are the traits that we're going to use when we speak to our audience then we move
into the messaging and the storytelling so we're understanding what we want to say to our audience
so that when we go out into the market and communicate with our audience we're influencing
their perception about what we mean in a strategic way instead of just blurting out anything that
we think they want to hear we have methodically sat down and understood what perception we want
to have in the market and what messages we need to put into the market in order to achieve that
percent exception then we go into the visual Identity Design we get our designer on board
and we put that visual identity at there into the market now that is just building the brand that is
building the vehicle that is our brand that we're going to be able to use to communicate to the
audience then it's about your marketing strategy a lot of people think that the brand strategy and
the marketing strategy are running the same they are not now it's about understanding where your
audience is congregating where are they online where are they physically and how are we going
to engage them on the front lines of the market what are they going to respond to and how are we
going to draw them in do we have a funnel are we going to guide them along every step of the
journey until they become a customer so thinking about all those different steps of the funnel all
those different potential channels and platforms that we can use to engage is super important in
getting your brand out there into the market it's not just about building the vehicle it's about
understanding where that vehicle must go in order to appeal to your audience now look at the end of
the day as I said in the beginning branding is simply about making a business more appealing
to a certain group of people so that they choose that business over the other businesses that are
in the market offering similar products or services so really thinking about who your
audience is and what they're going to respond to I can't emphasize how important that is because your
brand is not about you your brand is not for you your brand is owned by your audience because it's
a perception it's not a tangible thing it doesn't live on a billboard or a website or even in your
office it lives out there in the marketplace as a perception and all we can do as brand builders is
try to influence that perception as best we can so if you think about your brand and branding in
those terms as something that is out there in the market that your audience is going to form
by themselves then we can think about how can we help them to form that perception and that
what is what branding is about at the end of the day it's about understanding that your brand is
a perception and all we have as brand builders is the ability to try and influence that perception
through our position through our differentiation through our personality our messages our stories
and our visual identity when you understand what branding is from that perspective you have the
tools at your disposal to be able to influence your audience now if you want to dive deeper
into brand strategy then this video here will help you out but before you click it if you want
to become a master of brand make sure you hit the like And subscribe to get notified when new
videos like this come out until next time Brian like a master and I'll see you in the next video
[Music]
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