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Branding isn’t just your logo and website design, it’s your experience, product, partners, and more. Branding a new venture takes work — you have to really know what your business stands for and ensure that people Inside and outside of your company know, too. In the modern age, a brand is increasingly shaped by how you act, not only what you say.
Think of branding as the interface between your business and customers. It helps you connect more meaningfully with them, tells your story, conveys your values, and should prompt certain feelings or responses from people. A brand distinguishes you from the crowd and can give you a competitive edge to go up against big players in your market.
For instance, the rideshare platform Lyft started at a time when Uber had already dominated the industry. Yet, through intelligent branding, Lyft created a persona that was the opposite of its competitor — it took on a “nice guy” image and is now valued at more than $24 billion.
Here, we ask experts about the essential building blocks in creating a unique brand for