The actual quality, look, and user experience of what the organization sells.
Wally Olins breaks down branding into a strategic process that extends far beyond a logo. His methodology is centered on four primary "vectors" through which a brand manifests itself: The Brand Handbook Wally Olins Pdf 12
Internal and external storytelling, including copywriting and general tone of voice. The actual quality, look, and user experience of
Success depends on how an audience sees an organization; when products are identical in quality, customers make choices based on emotion. Accessing the Handbook (PDF & Resources) The actual quality
How employees interact with each other and the outside world, reflecting the brand's true culture. Key Takeaways for Brand Strategy