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What's a 'Brand'?

Much has been said and written about branding and brand design.


The shortest explanations we can give:

A brand is an experience. or: A successful brand is a unique, multi-facetted living organism that touches customers' hearts. Its performance depends on various factors that operate independently of each other, but also act synergistically:


Staff:

Management

Employees

Structure & Roles

Corporate Strategy & Vision:

Values & Goals

Soul Signature & Positioning Operations

Corporate Behaviour:

Attitude

Practices

Procedures

Corporate Communications:

Internal audiences

External audiences

Visual Identity / 'Look & Feel'

Technical Infrastructure:

Data Management System

Communication platforms

Logistics

Products & Service:

Product portfolio

Service offer

Customer touchpoints / Interaction


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