The term brand refers to a set of elements associated with a business or organisation. These elements fall into three categories: business, culture and reputation.
Business elements of your brand include an understanding of your market, your offer, positioning and what makes you unique (your USP).
Cultural elements of your brand include your purpose, vision, mission, origin story, values, personality, behaviours, tone of voice, name, logo, tagline, colour, typography and overall graphic language.
Elements that influence the reputation of your brand include your promise, service performance and perceptions of your brand in the minds of your audience.
