Summary of Key Learning Points on Branding:
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Common Misconceptions:
- Not a Logo: A logo is a symbol for a brand, not the brand itself.
- Not a Product: Branding is not synonymous with the product being offered.
- Not a Promise: While it may act like a promise, branding is more than just a commitment made to customers.
- Not Impressions: While advertising may focus on impressions, they don't encapsulate the essence of a brand from a business or creative standpoint.
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The Essence of Branding:
- Customer's Perception: A brand is essentially a customer's gut feeling about a product, service, or company.
- Personal and Diverse: Each customer or audience member constructs their own version of a brand based on interaction with it.
- Reputation: Branding is akin to a business's reputation, varying slightly with each individual's perception.
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Brand Formation:
- Beyond Control: While businesses provide the raw materials (products, marketing, etc.), the brand is ultimately created in the minds and hearts of the customers.
- Goal of Cohesion: The aim is to corral the perception of the brand to align closely with the company's vision while benefiting the company.
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The Role of Design and Business:
- Design: Designers may see branding as storytelling or pitching, but branding is the end-result of these actions.
- Business Checklist: Businesses may tick off branding elements like logos and ad campaigns, but the real measure is the resulting reputation.
- Company-wide Influence: Almost every department within a company influences branding, not exclusively the creative aspects.
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Final Thoughts:
- Holistic View: Better understanding and crafting a brand involves looking at products, messaging, company culture, employee behavior, and their collective impact on the brand's reputation.
This summary captures the essence of what branding is, dispels common myths, and emphasizes the importance of a holistic approach by all facets of a company in contributing to the overall brand perception.