When you think of the word ‘brand’ what comes to mind? For most people, they think of a company logo but a company brand is so much more than their logo and how they look. It is the essence of a company - who they are, why do they exist and what you can expect when interacting with them. It is everything someone thinks about in relation to that company. It can be positive like Apple being known for innovation or negative like the Weinstein Company being associated with the sexual harassment of women. It can be something factual like Tiffany jewelry always coming in an egg-blue box or more emotional like Digital Mums being about female empowerment. Brand essence is somewhat intangible, it exists in people’s minds rather than being something concrete like a logo or a product you can see or hold.
Brands don’t just apply to companies. They also apply to people. Take this free course to learn how this works.