Like marketing, branding is a contested topic, and its meaning is debated fiercely amongst marketing academics. For us at World Wide Creative, however, there is a simple definition that we like to use.
‘A brand is merely the message that you want to convey.’
Successful businesses know what their message is. They have selected that message based on a clear understanding of their target customer and a deep conviction of their value proposition.
A lot of emphasis has been placed on the visual side of branding. Companies like Apple and Levis are rightfully known for beautiful aesthetics; but their true strength lies in their ability to thread a consistent message throughout all aspects of their businesses.
A brand is not a tag line. “Just Do It” is a tag line. Nike’s brand can be defined in the sentence “Apparel that makes you believe.”
Neither is a brand a logo, which is a common misconception. A logo is a visual anchor point representing a brand, allowing customers to recognize it easily.
Your brand is conveyed in how a delivery guy dresses when he hands over a product; what a floor manager says to browsing customers; the speed at in which a customer’s problem is resolved, and even in how a secretary answers the phone.
When defining your brand, take time to choose your message carefully. Your brand is a big deal. It is reflected in everything a business does.