The goal of branding is to create a unique and memorable experience for customers that builds trust, establishes credibility, and creates a sense of emotional connection.
A strong brand helps to set a company apart from its competitors, and can lead to increased customer loyalty, greater sales, and improved business performance over time.
A brand proposition is a collection of statements that:
(a) define the identity of a brand and what it values most,
(b) capture how a user benefits from your brand in a uniquely practical way,
(c) express these in the most concise and relatable form possible.
The most successful brands combine a strong proposition with creative communication. This combination is known as Branding. It is active and intentional communication led by a strategy.
Effective branding begins with planning, research and formulation of insights. It then moves into engineering expression and execution.
It is an ongoing process that involves continuous refinement and adjustment as the market and customers' needs evolve over time.
Next : Design Thinking Basics
