A brand is a company’s most important intangible asset. It can be described as the ‘personality’ of the business and is responsible for evoking a complex set of emotional responses in current - and potential - customers.
In this lesson we define what a brand is and consider the core components of a brand in the digital age. We outline the essential qualities that all successful brands must embody, including the use of storytelling, authenticity and relevance, and explore the metrics a business can use to measure a brand’s effectiveness.
Brand Building in the Digital Age:
The Essential Components & Qualities of Effective Branding
In this lesson you will learn:
- How the role of a brand has changed in the 'digital age'
- What the key components are that make up a brand
- What the essential qualities are that all successful brands must embody
- Which metrics you can use to measure the success of your brand