ProSpeak: Branding as a Living Organism

There are many elements that go into building a brand — name, symbols, packaging, product and reputation. Research published in the Journal of Marketing Communications (1998) by Leslie de Chernatony and Francesca Dall’Olmo Riley reports that there is little agreement on the definition of a brand. Part of the reason is that branding is a process that collectively conveys all the internal and external perceptions of an organization. It is the personification of the work that is undertaken. As such, any organization or individual is a brand. It speaks of your personality, outlook and vision of the world.