If your product or service was a person, what would it look like? What would its gender, age, culture, tone of voice and attitude be like?

This personification is the brand image. And this “personality” of this “person” determines what type of people are attracted to it – hence the target market.

A branding strategy is a document stipulating how the product or service will be branded. A branding campaign follows to implement this strategy.

It might sound like a load of mumbo jumbo, but it worked for all the big brands out there, so don’t even try to argue.

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