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Practice English Speaking&Listening with: Brand 101: Defining a Brand, Branding, and Brand Touchpoints

Difficulty: 0

- For today's lesson, we're gonna cover three things:

what a brand is, how we define a brand;

the difference between a brand and branding;

and lastly, how to express your brand.

As always, there's a key activity at the end

which will help you work on your brand.

(upbeat music)

I was taught long ago that a brand

is not a logo.

And I've been seeing this recently on LinkedIn as well.

I don't wanna name any names, but I thought

it would be helpful to share my perspective.

For me, a brand is a logo.

It's a website.

It's a brochure.

It's your product.

It's your service.

It's your messaging, your mission, vision, and values.

It's all of these things combined.

So what is a brand, then?

A brand, simply stated, is an identity.

It is a way of being

that is expressed over time.

It's a living, breathing thing

that often changes as well.

Take a person for example.

You might have someone that's introverted

or extroverted, maybe they like to read a lot,

hang out with friends.

Maybe they spend most of their time with family

or in the great outdoors.

This is what defines them.

This what defines their identity.

And a brand operates very much the same way.

So if this is what a brand is, being an identity,

what is branding?

Well, branding is the activity or the process

of expressing that identity.

And it can be expressed in a number of different ways.

Physical formats might be your ad campaign,

your brochures, flyers.

Digital ways of expressing the brand

would be through your social media, for example,

or your website.

And then there's experiential ways,

which are the sights, the smells, and the sounds.

These are particularly important for brands

that have physical locations.

Think of your local cafe.

You walk in.

Certain smell, particular decor on the wall.

Could even be the cleanliness of their bathroom.

These places that the brand is expressed

are called touchpoints.

So we have the identity expressed

through the process of branding,

and the touchpoint is where that sensation is transferred.

This is the place where your audience

interacts with your brand.

This is what allows a brand to be recalled.

This is what allows a brand to be purchased.

This is what allows your audience, your brand tribe,

to continue to grow.

It's that sensation that's transferred

from your identity to the audience,

which makes a touchpoint so important.

For the key activity,

what I'd love for you to do

is make a list of all your brand touchpoints.

There are gonna be some obvious ones,

but I want you to actually really think through,

and come up with some of the non-obvious ones.

Your website, brochure, maybe it's your storefront,

for example, but it could also be your bathroom,

your email signature, maybe how you answer the phone.

In today's lesson we talked about

what a brand is;

the differences between a brand and branding;

and lastly, brand touchpoints

and why they're so important.

If you have any thoughts or questions

about what you heard today,

go ahead and leave a comment down below,

and I'll see you next time.

(upbeat music)

The Description of Brand 101: Defining a Brand, Branding, and Brand Touchpoints