What is a Brand?
A brand communicates specific information about an organization, product or service and distinguish it from others in the marketplace. A brand carries a "promise" about the qualities and characteristics that make the organization, product or service unique.
Why is a brand important?
The aim of branding is to clearly associate an organization, product or service with an image or identity in the audience's mind. The brand should associate this image or identity with the quality and characteristics of the product or service. A solid brand shows and tells the public quickly what an organization represents and what it has to offer.
What is a logo?
A logo is designed to graphically and visually represent the identity and the core values of an organization. A logo generally consists of a symbol, words and sometimes a motto or slogan. A logo is used to bring the brand to the "top of the mind" of the audience and reinforces the unique features and characteristics of the organization.
What is a positioning statement?
A positioning statement provides information on the unique characteristics an organization offers its clientele. It helps to differentiate the organization from competitors and create added value. The positioning statement is usually brief and carries the brand message; it "fits" within the overall marketing strategy. In addition to offering information to clients, the positioning statement provides focus for the organization.