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What is a Brand?
A brand is not a logo. A brand is not a corporate identity system. A brand is a product. Branding is one of the marketing's most difficult concepts to understand. Why? It is an intagible item, almost a feeling, but one that has real value and great strength. A brand is the emotional bond created between an individual and a company, product, or service. It is created through the delivery of consistent messaging and actions around an easily identifiable consumer promise.
Any of brand well known company understands that every contact with a customer, or touch point, is an opportunity to build their brand. Accordingly, every time you interact with their brand, be it through marketing, a store, or online, you will find that the company’s key brand messages are reinforced again and again. Branding is so important to them that many have branding departments to oversee brand standards and ensure that brand messages are communicated correctly and consistently.
When thinking about how you can implement your brand
remember a great brand delivers its promise to the market with
every communication. Conversely, inconsistent messages that
don’t reinforce your brand promise hurt your image and sales.
