What is a brand?

A brand is a collection of attributes. These attributes are both tangible, and intangible.

Tangible: Attributes: Logo, Names, Colors, Slogans, Clothing, Packaging etc.

Intangible: Reputation, Experience, Feelings, Perception, Story etc.

Brand Attributes Communicate 3 Things

Value: What you’re offering

Position: How you’re offering it differently

Meaning: Why you’re offering it in the first place

So, What is branding?

Branding is the process of managing how a brand makes people feel. It all starts with “WHY”.