A brand is a person’s gut feeling about a product, service, or company. It is a way for companies to connect emotionally with customers, become irreplaceable and create a lifelong relationship.
It has 3 primary functions:
Navigation
It helps consumers choose from an unending selection of choices.
Reassurance
A brand communicates the qualities and ethos of a company, product or service and reassures customers that they have made the right choice.
Engagement
Brands must use unique imagery, language and associations to encourage customers to identify with it.
