A brand is no longer what we tell consumers it is — it is what consumers tell each other it is.
Scott Cook perfectly summed up the evolution of branding and its interactive nature.
Companies cannot merely come up with a branding concept and blindly stick to it without taking into consideration external factors such as customers’ associations, beliefs, and emotions, as well as competitors’ efforts.
The point of this complicated process is to find your way into your audience’s hearts and minds and to distinguish your brand from your competition.
Building a successful brand is an undertaking which encompasses many different tasks that have to be completed and elements that have to click.
It is true that no precise recipe will magically turn your business into a brand, but this is not necessarily a bad thing, mainly because you will be able to unleash your creativity and create a name that will grow and evolve together with the size of your consumer base.
1 — Identify your audience and their emotions
