Creating your brand

“Everything is brand,” says Philip Kotler in his book, Principles of Marketing. “The brand is everything that a product or service represents for consumers.”

A strong brand is similar to an atmosphere that envelops and influences its consumers. It is not just about the visual elements or the verbal messaging; it is about the overall experience that the brand creates.

Let’s think about the Earth’s atmosphere: it is made up of multiple layers that cannot exist alone; they need to stay together. A brand works in the same way. It is made up of multiple elements such as the company’s scope, vision, mission, and values, with each layer being the result of the previous one.

Figure 2.1: Brand atmosphere

Building a brand takes time, which is why I invite you to experience it as a challenge – more specifically, a four-day challenge. I recommend you do one section a day and, as you...