A brand is a set of perceptions, experiences and expectations that people have and hold about working or doing business with an individual, a company, a community, a region or an organization. It is entirely subjective on their part and it is based on experience, exposure and interpretation. Strong brands are clear, confident and consistent and they communicate clearly, confidently and consistently — online and off. They claim a position of value in the prospect’s mind and work tirelessly to build and maintain top of mind awareness. They inspire trust and confidence always.
Successful brands have thoughtful branding strategies directing their growth. A positioning statement is at the core of every branding strategy. Branding is the execution of the positioning statement. Effective brands make a clear promise and provide a clear and believable ‘reason why’. The effectiveness of everything that follows relies on the success of the positioning effort and strategy. Absolutely everything …. Lori Martinek, Branding Expert & Author, http://pplusonline.com