Branding Overview and Cheatsheet

 Most people think a brand is a logo.

Which means most companies ask for a mark
and not the strategy to make a mark.

The result?

Disengaged employees
Confusing messages
Misaligned assets
Lost revenue

A brand is the meaning people attach to the company, product, service, or person.

Branding is doing everything possible to help create that meaning.

A brand strategy?
That's a set of decisions before you execute.

Here is a quick guide:

1/ Vision, mission, purpose
2/ Three point positioning
3/ 6Cs of positioning
4/ Perceptual map
5/ Brand architecture

Fulfill that potential, go build a brand.

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