A BRAND IS THE OVERALL IMAGE OF A COMPANY AS PERCEIVED BY THE MARKET, CLIENTS, AND EMPLOYEES

A brand is more than just a name, logo, look and feel, or slogan. A brand is the overall image of a company as perceived by the market, clients, and employees at all points of contact. Brands are projected into a market place and are not happenstance. Many factors influence a brand’s power, personality, and relevance.Good branding means “communicating the value proposition in a clear message to the right audience in a manner they especially appreciate.” This is not as subjective as many creative companies may believe. Understanding the critical points of positioning, the market nuances, and the responses branding evokes is the key to excellent brand efforts.