Branding
Content and brand
Content and brand
Branding is deliberately shaping how people think and feel about your brand — through positioning, identity, language and behaviour.
A brand isn't your logo, it's the expectation people hold. The logo is just the fastest way to trigger that expectation.
Consistency is the work. The same promise in the quote, the email, the campaign and the customer contact is what charges a brand.
Related terms
- Brand identityBrand identity is how your brand looks, sounds and behaves: logo, colours, typography, imagery, language and how you treat customers.
- Brand awarenessBrand awareness is how far your audience knows your brand and mentions it spontaneously when thinking about your category.
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
- Brand bookA brand book documents how your brand must be used: logo, colours, typography, imagery, tone of voice and examples of right and wrong.