Brandmarking: Volume 4, Number 3 - October 2015

Eight Things Every Entrepreneur Needs to Know About Creating and Protecting Brand Identity

Every entrepreneur knows the importance of establishing a strong brand for a new business or product line.

"Brand" is a somewhat nebulous concept. It's been defined as the complete set of mental and emotional associations that consumers have with you and your products: not just who you are and what you sell, but what they think and how they feel about who you are and what you sell.

"Brand identity," in turn, is the visual and verbal expression of a brand communicated by names, slogans, logos, and the like. It's what triggers those mental and emotional associations.