What Is Branding?

Brands are built by countless interactions of people with other people--customers, suppliers, dealers, shareholders and communities and one another. If your brand does not reflect your people in a way that makes them proud and passionate, they will not deliver the brand experience in the marketplace.

A brand is a work in progress requiring constant vigilance, care and protection. Given the changing needs of the marketplace, brand perceptions can shift, and brand strength can weaken from neglect.

Your brand is your company's most valuable possession. As technologies change and competition grows, the one quality that endures is your brand. So what is a brand? Is it your logo? Is it you tag line? While each helps to deliver your branding message, none alone is your brand.

Your brand is the result of constant reinforcement of a distinctive core benefit that your company or product delivers to your customers.