Branding is the act of creating and communicating the identity and story of a business that makes it stand out from competitors. Branding can influence purchasing decisions, create customer loyalty, boost advertising and marketing, and support employee pride.

Branding and marketing are different but related concepts that both promote your business and drive sales. Branding creates a unique identity for your business, while marketing communicates its value to customers. They have different goals, strategies, and outcomes, but they work together to support your business.

A brand identity helps create a consistent and recognizable brand image across all platforms and media, also known as touch points. It should encompass all five senses in how your brand imagery is delivered.

When it comes to brand management, it is crucial to recognize the divergent approaches required for existing and fresh-new brands, considering their respective goals and challenges. Over the course of my career, I have been fortunate to engage with several brands that possess a rich heritage. Below, I present a series of potential treatments for the existing brand scenario, providing guidance for those who may encounter similar situations in their own brand management endeavors.

Your leader has been questioning the need for a substantial budget to run a brand campaign, while your colleagues from other departments are complaining about the deteriorating state of the brand causing their inability to sell products. Do you face these challenges on a daily basis?

The brand pyramid is a commonly used visual tool that outlines the key elements of a brand's identity and stages the proposed market positioning. It effectively communicates the brand's essence, personality, core functionality, and emotional and material benefits. Additionally, it plays a significant role in developing and managing brand equity and loyalty.

In the previous post I talked about handling an existing brand. When it comes to a new brand we need a divergent approach against existing brands. Over the course of my career, I have also encountered opportunities to create entirely new brands / products from the ground up. Below, I present a series of potential treatments for the new brand scenario, providing guidance for those who may encounter similar situations when handling a newborn.