What is a Brand?

By: on July 16, 2013
Posted in: Brand AcademyBrand ExperienceBrand IdentityBrand Positioning

Sometimes we get too caught up in the minor details of projects to remember that people don’t always have a comprehensive understanding of what exactly a brand is. Well here is a general overview:

By definition (according to WikiPedia), a brand is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers”. While this is technically accurate, it essentially describes the visual mark of a product or service only, but this only half the story.

We believe a brand to be: “The total sum of impressions and beliefs of a product or service in the end users minds eye”. This is somewhat deeper than the literal meaning, and begs the question of whether or not your company truly ‘manages’ your brand? Companies should remind themselves on a regular basis that your brand is born from consumer impressions, and merely influenced by your logo, identity system and messaging. We can tell people what we want them to believe, but ultimately your audience will make the determination on their own based on the total sum of impressions of your product or service. This can include product quality, customer service interaction, price point and positioning.