What is a Brand?

My definition of a brand is:

Brand – The place you hold in buyers’ minds based on their perceptions of the value your products or services provide.

For simplification, I use the word “buyer” to refer to both current customers and prospective customers (prospects).

Defining a brand is the easy part.  The difficult task is branding, which I define as:

Branding -The process of creating a favorable, unique brand in your buyers’ minds

Branding is hard work.  It takes research, creativity and consistency and it requires aligning all parts of your organization.

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