A brand is the sum of the impressions, expectations and experiences people have with an organisation. It consists of more than a logo and colours. Services, customer encounters, language, products and the way an organisation behaves also shape the brand.
What does a brand involve in practice?
In practice, the brand is formed at every touchpoint, from the first search to sales, delivery and follow-up. A clear brand makes it easier to understand who the organisation is, who it helps and why it is a relevant choice. It should be recognisable without becoming superficial or looking like competitors.
A brand is relevant when an organisation wants to build trust, stand out or bring many activities together under a clear direction. The work should begin with strategy and positioning before visual choices are made. See Brand strategy, Positioning and Interbrand's perspectives on branding.
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