What is a Brand?
Updated: Dec 22, 2018
A name? A logo? A tagline? A product?
Well yes, and No. It is that, but it's not only that.
Obviously a well designed logo and well thought name is an essential element to your brand, but again it's not the only thing that makes a brand, brand.
It's a common problem we Brand consultants face when we talk about creating impactful brands.
People think, 'Yeah yeah, you'll make a logo, what else? Packaging? What else? Color scheme! Why should I pay you thousands bucks for this little computer task?'
We agree, you should not. And obviously not to someone who perceives a brand as just a logo, a product or a color scheme etc.
So why do all these companies like Apple, Nike, Disney, Samsung and thousands such big brands spends gigs and gigs of bucks on branding, even after you don't see any difference in their logo etc?
Well, simple answer would be, for them the meaning of brand is much much more than just a logo, picture or a product.
Okay okay, enough of beating around the bush, coming the point.
What exactly is a brand?
Let's first burst some myths, What is not a brand?
First, A brand is not a logo.
A brand is not an identity.
And also brand is not a product.
So what exactly is a brand?
One of my favorite definition is given by Marty Neumeier in his book 'The brand gap',
"A brand is a person's gut feeling about a product, service or organization."
It's the feeling that a person gets when he/she comes into the contact of anything that is connected to your brand. Be it your logo, product, advertisement or a person representing your brand.
It's the collective experience that you give to a person when they interact with your brand in any medium.
Because humans are emotional, intuitive beings. As a person also, you have that image of yours in everybody's mind. Your presence alone gives certain vibes to people when you enter into the room, that's because of your unique persona that you have as an individual. Same goes for your brand.
In other words,
It's not what you say it is, it's what they say it is.
So it is very necessary to first clarify what your brand actually is.
Define it's whys, whats and hows before even you think of taking the next big step in your business.
In the next Article we will discuss why do you need to brand your business or yourself?