From the course: Advanced Branding
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What makes up a brand?
- We've established what branding is and what its purpose is but what actually makes a brand a brand? Now we're not yet talking about how we communicate the brand, instead, I want to start by exploring the core of a brand's identity. We know that a brand is a cue to trigger a person's perceptions and branding shapes all of these perceptions. But these perceptions, essentially the messaging of what makes the brand different and valuable come courtesy of the business itself. Let's go through the core components of what makes a brand a brand. These are the building blocks of a good brand and they're going to be present in every company. If you're using Exercise Files, you'll find a worksheet that corresponds to what we're about to discuss. I encourage you to document your findings to these questions for not only your business but for those that you admire or find competitive. These pieces are how we get to the core of your…
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