Branding is…

…is the art of aligning what you want people to think about your company with what people actually do think about your company.
… more than a name and symbol. 
… the encapsulation of a company’s mission statement, objectives, and corporate soul as expressed through the corporate voice and aesthetic.
… the identity of a product or service.
… the sub-total of all the “experiences” your customers have with your business. 
… the representation of your organization as a personality. 
… is a singular idea or concept that you own inside the mind of a prospect.
… the defined personality of a product, service, company, organization or individual.
…is essentially a container for a customer’s complete experience with the product or company.
…is what you do, not what you say or show.

Here you have very interesant example of the evolution of some brands:

Like you can see to create one brand it is necessary to take into account this aspects:

  • Color
  • Shapes
  • Typography
  • Name
  • Graphics
  • Logo
  • Sounds

But the brand is not only a logo. It is more than a logo or identity design. Brand represent the philosophy of the company or product, the emotions, the actions…

Here yo have more definition of branding: http://heidicohen.com/30-branding-definitions/


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