The Gloss-ary

Branding terms demystified.

BRAND STRATEGY

Your brand is more than your logo, name or tagline — it’s the entire experience your prospects and customers have with you, your business, product or service.

Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market:

  • The images you convey

  • The messages you deliver on your website, proposals and campaigns

  • The way your employees interact with customers

  • A customer’s opinion of you versus your competition

Simply put, your brand strategy will help to define how your customers see your business and products/ offerings. It’s figuring out your positioning and distinguishable difference. Most importantly it’s what helps you stand out from the competition and avoiding having to compete on price.

 

It’s important to determine your brand strategy and positioning before branching out into any other aspects of business.  

Otherwise, you might find yourself working backwards to try and get your business to resonate with customers.

 


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