Defining Brand

Brand.

The term is being used more than ever today.

It’s being used not just to define a business’s identity, but also the strategies and processes which support that identity, and even the people who speak and act for the brand, such as brand ambassadors, sales staff, or customer service reps.

In reality, a brand doesn’t have a singular definition because it’s a collection of all of the ways the brand interacts with customers, partners, and investors.

It’s about all these people’s perceptions of the brand—the complete experience.

One part of that customer experience can be broken down into three pillars: pre-purchase, purchase, and post-purchase.