What is a Brand?

If you are one of the people who believes a brand is just a matter of having a logo designed, you are not alone. Having a logo is just one facet of branding.

Branding encompassing not just the design and look of your business but the communication you put out to the public among other things. A good brand will identify and differentiate you from your competition.

A simple way to think of it is: a branding iron was used to put an impression on cattle to identify a cattle rancher’s property. You want your brand to identify your business or product by creating an impression.

Your brand can create an impression many ways:

  • Name: This could be your business name, product or service
  • Logo: The mark that visually identifies a brand. This could be just a wordmark or symbol.
  • Tagline or Catchphrase: Nike has a very memorable tagline. “Just Do It”
  • Graphics: Kate Spade has so many patterns for her lifestyle line. They all work with her brand not against it.
  • Shapes: Coco Cola’s bottle has a unique shape. It’s trademarked and very much part of their brand.
  • Communication: Blog posts, advertising, customer service and social media are all ways that your brand developes.
  • Colours: Tiffany Co.’s robin egg blue colour is Pantone #1837. The colour is protected and only Tiffany’s is allowed to use it commercially.
  • Sounds: A unique tune or set of notes can denote a brand. Lucasfilm’s THX’s surround sound test is an example.
  • Scents: Different perfumes are trademarked.

The most important thing is how people feel about your brand. A brand can only be as good as the product or service provided. If you can create a positive emotional response with your brand you have hit the jackpot.

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