Here, we’ll be discussing Brands, the Branding process & Brand-Building.We’ll share what we’ve observed and learned about Brand Associations, Brand Essence, Brand Equity, Brand Identity, Brand Image, Brand Loyalty, Brand Metrics, Brand Personality, Brand Plans, Brand Positioning and Brand Promise… and, how each affects your ability to Build Your Brand.At its simplest, a Brand is an Identity… the name and/or symbols which identify a particular company or organization from all others. This includes basic design elements like your logo, company colors and slogan or tag-line.A Brand is also a Perception… the sum of all the actual experiences, associations, rational thoughts and emotional meanings someone makes the instant they Recognize a particular Brand name and/or its symbols.This is where it can get a bit complicated. Why? Because once a person forms a Perception about the Meaning of your Brand, it becomes that person’s Reality. And that is a very, hard thing to change.Branding is the on-going business process of developing a deep bond with with your customers by Positively Differentiating your goods and services from those of your competitors. It’s the process of creating a competitive advantage by being meaningful and relevant.Brand-Building is about Need Fulfillment. The more someone feels a particular need, and the more they see your brand as the best possible solution to that need; the bigger your brand becomes. That’s what we call Brand-Building..