What is a Brand?

Brand has been called the most powerful idea in the commercial world, yet few companies know how to consciously create a brand identity.

A brand is the proprietary visual, emotional, rational, and cultural image that you associate with a company, product or institution. Your brand identity includes brand names, logos, positioning, brand associations, and the personality you want your company to show. A good brand name gives a good first impression and evokes positive associations with the brand.

• What messages are your "brand signals"
sending out?
• Are they compatible with brand strategy?
• Do they paint a consistent brand picture?
• Are they impactful, relevant and motivating?