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A brand helps prepare customers for what to expect.

The goal of brand marketing is to boost people’s perception of your company or product

When people interact with your company, they develop a set of feelings derived from the experiences they had with your product. If your product is helpful, they feel grateful. If your product is entertaining, they feel amused. If your product is premium, they will feel confident.

And if your product is crappy, they will be pissed.

A brand makes a statement, it defines for who this companies and not is. It makes sure that its engaging that you can passionately agree with what the brand stands for (or not / hate it).

Prevent being boring. Be Real, Honest & Authentic.

Above all believable.