From the course: Advanced Branding
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What we mean by branding
- Branding is one of those terms that tends to carry many definitions along with it. Some people attribute branding to a logo, to others it's an identity and to some it's a product. But let's clear the air and re-establish what branding really is. A brand is an emotional experience. It's a person's perceptions about your product service or company. Branding is about embedding what makes you unique in the mind of others? When a loyal customer recalls your brand, it's tied to a feeling in their mind. There's an association there and it's your responsibility to not only create that association, but manage it too. Think about it. Everything we smell, see, touch, hear, and do becomes associated with a memory in our mind. Branding is about making sure that when a customer sees your logo, walks into your store or receives an advertisement that this connection in their brain aligns with what makes you unique. It's…
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