A brand is more than a name on a label or a logo on a website; it’s an identity. It’s what companies use to distinguish themselves from every other business out there. Just as humans embrace a certain style, have a unique personality, and carry themselves in a particular way — everything a brand does, says, and conveys helps define who that company is and what they stand for.
But brands are delicate. Consistency, quality, and the all-around experience a brand delivers impacts customer perceptions. One wrong step and a brand’s reputation is at risk. As a result, companies of all shapes, sizes, and caliber are adopting brand management practices to safeguard their identity and control their company’s narrative.