What is a brand?

A brand is an intangible concept that unites companies and their stakeholders by mutually understood ideas and associations. Although a brand might be most recognized for its logo, it goes much deeper by synthesizing experiences, impressions, and attitudes. A successful brand establishes a cycle of offering a desired value proposition and executing accordingly, building expectations and empathy in the customers’ minds to forge lasting relationships.

In an increasingly saturated global market, consumers now more than ever have the power of choice. A successful brand strategy is essential to gaining market share in a society where personal taste and individual expression are decisive factors in purchasing decisions. Companies can no longer rely on the benefits of their product, but must appeal to customers on an emotional level in an authentic way while continually reinforcing these bonds.