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"What Is A Brand"
by

Anna Lieber 

A BRAND IS A PROMISE TO THE COMMUNITY
A Daycare Center promises moms to care for their children as if they are their own. A CPA promises clients financial expertise, honesty and integrity. What is your brand promise? 

A BRAND IS A BLEND OF ATTRIBUTES CREATING A PERSONALITY 
The Daycare Center’s brand personality reflects its service: lively, colorful and fun. The CPA’s brand materials project reliability, trust and stability. Does your brand personality look and feel authentic? 

A BRAND IS EVERY POINT OF CONTACT
Each time someone touches your brand, it makes an impression. So each point of contact is a genuine opportunity – whether prospects receive your promotion, hear your pitch or voice message, visit your site or try out your product or service. Are you making the most of each 
brand touch point? 

A BRAND IS AN EMOTIONAL BOND
A brand is an emotional attachment which fosters loyalty. Every connection must contribute a positive feeling to the relationship. A brand aims to be engaging, informative, memorable and compelling. Is your brand gaining loyalty and market share? 

A BRAND IS A PROCESS DEVELOPED OVER TIME
Your brand should project a unified, compelling message throughout all channels. It’s built over time through research, self-analysis and focused development. The CEO is the leader of the brand but in large organizations, the CEO gets help from Marketing and Brand Directors. 
Are you leading your brand? 

A BRAND IS YOUR MOST VALUABLE ASSET 
Think of this. If Coca Cola suddenly lost all its factories, production plants and materials, it could rebuild. But if it were to lose its collective brand memory with consumers, the company would go under. Need we say more?

A GOOD BRAND
Stands for one thing and one thing only. 
Focus is everything. 

A GOOD BRAND
Knows it’s audience. 
Who are you selling. What do they want? 

A GOOD BRAND
Knows what it’s talking about. 
Information is power. Stay informed.

A GOOD BRAND
Communicates a consistent message. 
Repetition is everything.

A GOOD BRAND
Never copies the competition. 
Innovate. Lead by being different. 

A GOOD BRAND
Is visually compelling and verbally engaging. 
Good design and creative copy are everything.

A GOOD BRAND
Uses show and tell, rather than sell. 
Demonstrate, give samples but don’t bore us.


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