What is Branding?
If a brand is the identity, branding is the process of constructing that identity in the consumer’s mind.
Branding is strategic. It is deliberate. It is psychological.
It includes:
Positioning
Messaging
Visual storytelling
Experience design
Consumer touchpoints
Reputation management
Branding answers the question:
What do we want people to think, feel, and believe about this brand?
Branding as Perception Engineering
Branding works on three levels
lets explore more in this course
- Teacher: NAOMI NIGHT