Like a yearbook embodies a period of life for a school, a brand embodies the life of a business. Each + every one upholds a look + feel as distinctive as a yearbook photo – even the ones you hated the most (my three years of braces perpetuated merciless picture days).
A “brand” isn't just synonymous for a company, product or service; a
brand encompasses the identity of those things. It personifies them. It gives
them a face. Branding allows us to differentiate between the goofy, carefree
personality of Google and the sleek, sophisticated personality of Apple.
All brands accomplish the same goals:
- Representing the values of the company
- Influencing consumer perception of the company
- Sustaining a relationship with consumers
In essence, branding controls how people feel about a company. All
advertising, customer service, package design, hiring decisions + web design
cater to branding.