In public relations, a brand is the symbolic embodiment of all the information connected with a company, product, or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes, or symbols. It also encompasses the set of expectations associated with a product or service that typically arise in the minds of people who are associated with the brand (e.g., employees of the brand owner; business partners; people involved with distribution, sale or supply of the product or service; and ultimately end users or consumers).
Also important is distinguishing the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the “brand experience.” The psychological aspect, sometimes referred to as the “brand image,” is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.
When trying to grow or strengthen a brand, public relations professionals seek to develop or align the expectations comprising the brand experience through branding, so that a brand carries the "promise" that a product or service has a certain quality or characteristic which makes it special or unique. At GRC, we capture the essence of our client’s brands and ensure that all communications, including Social Media, reflect the proper messaging associated with each brand.
