Brand promise, expectations, perceptions, personality etc. are the invisible aspects of a brand. They are there, but nobody can ‘see’ them. They are the character of the brand, intrinsically woven within the brand, but not visible outside. The tangibles such as its logo, tag line, slogans, messages, packaging, characters, sounds, jingles etc. represent the visual or audible parts of the brand. These are called the elements of the brand. All these elements work together to express the brand in its totality. These elements also help in:
- Communicating the brand’s promise.
- Shaping the perceptions about the brand.
- Provide the proof of fulfillment of the brand’s expectations.
- Define the brand’s personality.
They must be designed in such a way as to work in unison, perfectly complementing each other, representing the brand in all aspects.
(Expert advice to GROW your business wherever you are, whenever you want.
SMEBusinessGuide.com… https://goo.gl/E3pfoQ)
WHAT YOU CAN READ NEXT
NEXT POST:
Brand Myths #1: Brand Means Visible Elements
PREVIOUS POST:
Brand Fundamentals #4: Brand Personality
