Definition
The set of decisions and actions that build what a brand means to its audience: positioning, promise, personality, visual identity and voice. It's managing the brand as a business asset.
In practice
When a retread tire manufacturer repositions its brand around "renew to move forward" and aligns logo, brand book, posts and sales material to that idea, that's branding — not just the new logo.
Amplifik service related to this term
Branding
Strategy, positioning, symbol, voice and brand book. The whole brand, from scratch.
Related terms
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