Despite popular belief, branding isn't a logo. It isn't a brand name, press release, or even a product. Branding isn't just about the tangible elements; it's also the intangibles—the things consumers feel.
Branding is business combined with emotion, engagement, and expectation. It encompasses a brand's online presence, products, services, and communication. The most well-branded companies boast a competitive advantage over others as their consumers purchase the products and services and the brand's story. It's about establishing and nourishing an emotional connection with your audience.
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