This Business News Story Was Uncovered By Us From: http://www.youngupstarts.com/2019/07/02/the-seven-layers-of-brand-and-how-they-fuel-your-business/
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by Lindsay Pedersen, author of “Forging An Ironclad Brand: A Leader’s Guide“
We all use the word “brand” as though everyone else’s understanding of it were the same as ours. Yet chances are it’s not.
Logo is part of brand. TV and social media are parts of brand. Naming is part of brand. So are your product, your customer experience, and your SEO tactics. So are your font, your tagline, your business’s personality, and the color of your employee uniforms. But none of those are, by themselves, brand.
To make smart decisions around shaping and communicating your brand strategy, it’s important to understand all the aspects. In my book, I identified seven layers of brand:
1. Brand Is What You Stand For.
It’s what you mean to your customer. It’s the place you occupy in his or her mind. Everything your business does either reinforces your meaning, solidifying and growing its place in the customer’s mind — or it weakens that meaning, blurring its place in the customer’s mind. If you sell shoes that enable customers to run fast, everything you do reinforces or blurs your meaning of fast shoes. If you sell hospital software that streamlines patient check-in, everything you do reinforces or blurs your meaning of streamlined check-in.
2. Brand Is a Relationship Between Your Business and Your Customer.
These relationships have existed for millennia. The pre-Industrial Age, small-town butcher made a promise and faithfully fulfilled it time and time again, making his relationship with his customer ever more meaningful for both. Today, with the web and social media and the countless ways customers can communicate with a business, it’s even more important to deliver value.
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