This is a question I posed, a couple of weeks ago, on my favourite LinkedIn Group, Sticky Branding. I was impressed with a couple things about these responses.
First, that they were all very simple as requested. As you know branding people could go on for days about what really constitutes or defines a brand. So that was cool. The second thing was that there was a common thread running though a great many of these responses, and that wound itself, either loosely or tightly around the concept of brand character.
Almost everyone agreed with the premise that the ‘brand’ concept has been dreadfully overused. So that’s a given. A few people turned my question back on me, asking me what my defnition of a brand was…you can see that at the end. It probably won’t be any kind of shocker since we are dealing in a finite universe here.
There was a bit of debate here and there, but generally speaking people tended to agree way more than disagree.
My hope in posting this summary is that it will make its way to clients who, upon reading it, discover that they have not adequately or completely defined their own brand, and will start thinking about that. Especially the smaller businesses, who in today’s carnivorous corporate environment, need a strong brand identity more than ever.
Your Simple Definition Of A Brand (From My Friends @ Sticky Branding)
As someone also said, a brand is the most valuable piece of space in the consumers mind.
A brand is an on-going promise to consistently deliver a perceived value to its constituents.
It’s a set of perceptions, relationship and stories, that support a consumer’s decision to choose one product or service over another.
Brand is the most valuable asset a company can have. It’s the symbol that comprises the promise you make to the market and the outcome of the service you provide.
A brand is a belief that differentiates you from your competitors and that your customers find important. This definition encompasses everything that matters for a brand: company, competitors, customers.
Before the word was popularized, a brand was essentially the perception of a company within the consumer’s mind. Pretty straightforward.
My favourite definition is “your brand is what your customers believe about you.” We know we’ve got it right when they believe what we hope they believe.
Simply stated… your “brand” is your definition. It is what defines and describes you, or the “brand”, as a whole. A brand is what a company breathes, eats, keeps, and lives. It’s a business personified…or “brandified”.
A particular product, service, or entity that evokes a specific feeling or thought among consumers and is readily identified via its unique name or image (a logo).
An emotional context to the perception of what the organization does.
It is true that the word ‘Brand’ is being over-used and, very much like the word ‘Design’ very often in entirely the wrong context. I’m beginning to wonder if the word could be easily replaced with ‘Reputation’.
To me the simplest definition of brand is the connect customers develop with any product/service.
I believe “brand” equals “personality”.
Brand is the character of a company or product.
The by product of every interaction all people have with a company.
A brand in short is a story told very well to the point it’s believable and credible and influences action.
A brand is the sum of all experiences.
It’s the first impression that comes to mind when you hear a company’s name. It could be an emotion, image, belief, culture, etc. It’s a perception.
Jeremy Miller (He gets more space because it’s his group, LOL)
I view “brand” as a two-sided coin:
– On one side is the external perception of your business/products/services. It’s what the market says you are. – On the other side is the internal perception of your business/products/services (whatever area you are focusing on to enhance its value, awareness and relationship). This is shaped by your company’s vision, values and purpose. It’s what you aspire to be. Brands become strong when both sides of the coin mirror each other. Your customers experience what you are aspiring to be, and you’re both on the same page.
A brand is the consumers’ perception of an organization based on experience with any touchpoint – whether internally (people, operations) or externally (products brought to market, advertisements, etc)
A “brand” is what your stakeholders perceive about your company (or product) based on their total experience with your company (or product). And that experience is created with every interaction, every message, every visual.
My Simple Definition Of A Brand
To me, a brand is the guiding spirit of a company. It’s an assurance that the product or service that a company offers will perform as advertised, and that its people will make sure that happens.
Thanks to everyone who took the time to respond to this query. There is a lot of good insight here. I certainly learned a bit, and hopefully you will too.
Jim Murray, Creative Director
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