A brand can be seen as a collection of experiences and associations attached to a company, organisation, product or service. The brand embodies all the information connected to an organisation, product or service and the term often refers to the concrete symbols such as a name, logo, slogan, stories and design scheme.
Brand recognition and other reactions are created by the accumulation of experiences and associations with a specific organisation, product or service, both directly relating to its function, and through the influence of advertising, design, media commentary and word of mouth. A brand in turn serves to create associations and expectations. Ultimately "the brand" is any element which, in the minds of consumers or audience, differentiates a company, organisation, product or service from competitors.
Typically, a brand may include an explicit logo, fonts, color schemes, symbols and sounds which may be developed to represent implicit values, ideas, and even personality. The brand, "branding" and brand equity have become increasingly important components of culture and the economy, often being described as "cultural accessories" and "world views / personal philosophies".Our work in change management often engages branding and our facilitation processes are geared to stimulate feedback from key organisational participants so that they can 'own the brand'. We have developed a number of brands through which we engage diverse aspects of our work highlighted here.