Brands have been described in many ways and I often make a point of describing what the term means in as few words as possible.
If I had to pick a single word as a descriptor, I’d choose the word
If a brand lives in the mind of the audience, then it is shaped by the perceptions of that audience in their individual minds.
The reality is, a brand doesn’t actually have control over how the consumer perceives the brand.
“Really? No control….So what’s the point in branding then if a brand doesn’t actually have control over perceptions?”… one might say
Well, although as brand builders, we cannot control our audiences’ minds, we can most certainly influence them.
And do we do that?
The Brand Communication Strategy of course.