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Chapter 2

What Is a Brand?

A brand is the direct expression of you or your business’ values, principles and voice. Sound like a lot? That’s because a brand encompasses everything you do as a business. It’s how you write your copy, what colors or typeface you use on your website, how you interact with your customers, what you share on social media, your logo, what you ship your products in, where you post your content, what your marketing strategy is — the list goes on.

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Elements of Branding

Let’s take a look at a few important stats to give you a sense of how much brand encompasses and how to break down each component.

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