You’ve probably heard that a brand is more than a logo, product, or service. Each is true. It’s an umbrella that spans from social media branding to user personas to voice and tone to everything in between. In some ways, it’s even more because it’s all of these things packaged up and presented — then unpacked and cracked open, so the world can see the gooey insides. In simplest terms, a brand has three components: Feeling: a gut-level reaction. Promise: the vow a brand makes to its audience. Relationship: the quality of ongoing interactions between a brand and its audience. In order …
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