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Loading ...First of all, let’s define what a brand is, shall we? It’s not as easy as it sounds. Every time I see a definition, I see an opportunity for others to point out flaws in the definition.
Here’s your opportunity to point out flaws in mine.
A brand is what creates a collective sense of vision, perception, image, or experiences that a significant amount of current or potential customers relate to a specific product or service. To be successful, the brand must elicit supremely positive benefits to provide a solution, it must differentiate itself from the competition, and it must be consistent and long-term.
I don’t know. Is that OK? Tear it apart if you’d like.
To me, a fantastically successful brand is about as tangible you can get without being tangible. That’s because it elicits a certain feeling, an emotion that solves a logical problem or issue.
Handled correctly, a successful brand is as strong as an ox, as formidable as the 10th Mountain Infantry.
Handled incorrectly, a successful brand is a fragile as a porcelain doll. Make that a porcelain doll that’s sitting on a rickety shelf during an earthquake.
A brand has to have a brand promise. And a promise is just that. It is a promise to be the best, or more optimally, the ONLY solution to what’s at stake. This promise can be stated outwardly, but more importantly, it must be subtly stated through the end user’s experience with and vision of the product or service.
A brand is NOT a symbol, a trademark, a slogan. But it can be enhanced by them.
A brand is not an image, a perception, or a reputation. But it is can be greatly influenced by them.
A brand is at the core of your business and likely it’s most important asset.
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Well done, Jonathan. But I think something is missing from your definition: it has to do with providing an arena in which people can identify themselves as members.
From the perspective of target market members, this is the key to top-of-mind awareness that is the leads to becoming a zeolot advocating the brand. It may be a feeling of being leading-edge, It may be a feeling of comfort and safety. It may be a feeling of participating in history. It may be the feeling of adventure.
That, to me is what branding is about: providing a theater for your market’s emotional satisfaction.
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Martin
While I don’t fully agree with the term ‘community’, I completely agree where you’re taking it. People need to feel a deep relationship with the ‘brand’ and that often does breed a sense of community with other users of a product or service.
Some brands, by their internal nature, may not need to create a sense of community, only a sense of commonality.
Very, very good point.
Jonathan:
There needn’t be a community, just a perception of belonging to an elite or at least selective group. Yes, Hogs get together and RIDE. Harleys. But Cooper owners don’t even need to honk at each other to know they’re special.
Martin