A brand is a “collection of associations in the mind, both conscious and unconscious.” In other words, the thoughts, emotions, or feelings that a brand conjures up. The conscious associations may include your product or service; its features, price, and name; and your ads and marketing. The unconscious side is the underlying feeling connected to your brand. This feeling is built over time by every interaction people have with your brand – where they see it, whom they see it with, and the emotions that the name inspires. This means that every part of your business a consumer is exposed to – from how your products are distributed, to your company’s culture and people – will influence a consumer’s overall expectation of your brand.
Everyone associated with a business or service is integral in building the brand, but marketing departments lead the charge in creating brand strategies and crafting the messages needed to refine and build their brand’s image. Learn more from local marketing VPs as they address the question: “What are the most important steps a marketing professional should take when building a brand?”