What is a Brand?
It may be more helpful to define what a brand is not. A brand is not a name, though certainly many companies have “brand names.” A brand is not a logo or a trademark, though they can be an important visual part, or trademark, of your brand.
Probably the simplest way to describe a brand is…what your customers thinks, perceives, and experiences when they use your company, products, or services. A company may have many brands; think Proctor and Gamble and the multitude of brand products that make up their offerings.
Wait. A Brand is what the customer thinks it is?
Yes, and your brand may mean different things to different people. Think Nike. To you, the Nike brand may mean quality sportswear that lasts a long time. To someone else, it may conjure up images of famous sports figures, and have an element of authority, capability, or (as I suspect Nike hopes) a “cool factor.”
How do you I get a “Brand?”
One of the major pursuits of the marketing process isn’t to define the brand, it’s to try to influence collectively, what people think of it in a way that will spur them to action and buy.
It’s more than a logo, or product. It’s your image, your customer’s experience, with your company, messaging, products, services, and people.
If you need Branding, we can help. Call or email us today for a solid image your customers will love!