Updated
A brand is how people perceive a company, product or person: what they think of when they hear the name. Branding is the deliberate work of shaping that perception.
What branding includes
- Name and logo and their consistent use.
- Visual identity: colours, typography, photo style, usually defined in brand guidelines.
- Tone of voice: how the brand writes and speaks.
- Positioning and values: what the brand stands for and how it differs, see USP.
- Customer experience: every contact, from an ad to customer service.
Why branding matters for performance marketing
A known and trusted brand gets higher CTR, better conversion rates and more branded searches. That lowers the cost per customer across all channels. AI assistants also tend to recommend brands that are often and consistently mentioned online.
Branding vs. rebranding
Branding builds and maintains the brand. Rebranding changes it, for example after a merger or a change of focus. Rebranding should be done carefully, including redirects and updates of all online profiles.
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