A brand is much more than people's gut feeling and perception. That is just half of the truth.
A brand lives in the overlap between a company's identity and its image. So what do I mean by that?
Let's start with Identity. It's the core values, purpose, mission, and essence of a company.
This part you can control. Who you are, how you look, how you talk, and how you show up in the world.
It's what sets it apart from others in the market. And why anyone should care.
Image is people's perception based on their experiences, exposure, and interactions. It's created in people's hearts and minds.
You can't control the image, but you can influence it by being aware of people's perceptions and shaping them. That is what we call branding.
When a company's identity and image are aligned, it builds trust with it's customers, which leads to increased brand loyalty and customer engagement.
We trust brands that are transparent about who they are and what they stand for. It's time for brands to step up and take responsibility. It starts from the inside.