This is a useful excerpt from a book I’m reading entitled Brand Strategy, Design and Implementation of Corporate & Product Identity by Helen Vaid. As a branding professional you will constantly be asked to explain the service and purpose of the work you perform and it’s important to convey this in a simple way to potential clients. Here is how it is conveyed in the book:
“A brand is defined as a distinct product, service or business. Branding is the act of impressing a product, service or business on the mind of a consumer or set of consumers. The process of branding may last a lifetime or while the consumer remains in the demographic group.”
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