It’s the perception that a consumer has when they hear or think of your company name, service or product. That being said the word “brand” or “branding” is a moving target and evolves with the behavior of consumers, I think of it as the mental picture of who you as a company represents to consumers, it’s influenced by the elements, words, and creativity that surround it.

So brands started to adopt subtler tactics. With native advertising, brands tell stories on popular platforms–and tell them in a way that is nearly indistinguishable from the stories readers already consume. By matching the message to the platform, brands can draw loyal customers and maybe even make their content go viral.

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Customers and employees can build up emotional attachments to certain brands, allowing for strong loyalties and even a sense of ownership.
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