Branding is the coherent outward expression projected by an organization. A corporate brand is a product of an organization's corporate strategy, mission, image, and activities. Brands distinguish organizations from their competitors, orient the organization in the minds of customers, and create a perception of what an organization stands for.
When building a brand identity, it is essential to:
• Make it easy to remember
• Make it easy to promote
• Make it easy to see your value
This includes the careful crafting of the following:
Mission: The organization's reason for existing.
Vision: What the organization aims to become.
Values: What the organization believes in and how it will behave.
Brand Essence: The timeless qualities of the brand. It's heart and soul.
Brand Promise: The things the brand promises its audiences that are important to that audiences and unique to the brand.
Brand Personality: Describing the brand as if it were a person.
Brand Archetype: The pattern or model that underlies the brand; its motivations and behaviors.
Businesses and organizations that focus on strengthening brand identity tend to outpace those that do not. Full-flavor brands that influence culture will obviously sell more. Beyond the "look" of your brand, there must be continual attention on engagement, the use of new technology to deliver convenience and customization, and innovation (among many other elements). Your brand must be cared for and nurtured, kept fresh, dynamic, relevant, and at top of mind while retaining its unmistakable identity. This balancing act is the challenge, but also the opportunity, presented to a brand. What counts is how your brand comes across to your customers.