What is a brand?
As you may know Responscious is a branding studio, and it’s likely you are here to know more about branding.
But before we can discuss branding, we MUST talk about Brand. What exactly is a brand? And, which of these do you think is not a brand?
Apple
Dr. Martin Luther King
The Wright Brothers
Over the past decade, the word Brand has become a buzzword.
We all have heard "that brand is amazing" "you should buy this brand's products" "y are a global brand" "they have created a brand for themselves". But, how would you define what exactly a brand is?
While many definitions exist, here's how it's defined by most in today's world:
Brand (verb) = perceived impression of an entity (personality).
Brand (noun) = an entity (organization, business, product, service, or being).
The question I asked you earlier? It's is a trick one; because they are all brands in their own unique way.
A brand creates an emotion in the audience!
Apple makes one feel good about themselves for buying their product. Dr. Martin Luther King motivated the crowd with his words. The Wright Brothers inspire us with their innovation. You get the point. It is a result of decisions, both conscious and unconscious.
To take it even deeper, Jeff Bezos put it nicely.
“A brand is literally what people say about your business when you’re not in the room.”
We all are a brand. YOU are a brand, whether you realize it or not.
The way you dress, what you believe in, the tone of voice you use, etc., all form an understating of what you are all about. The same goes for a brand as an organization, business, product, or service.
We also need to talk about what a brand is NOT. It’s not your logo, or your graphics, but a combination of a few key ingredients.
Marty Neumeier started as a graphic designer and copywriter in the 1970s. In 1984, when the Macintosh launched, he moved to Silicon Valley to help companies like Apple, Netscape, HP, Adobe, and Google build their brands. hear directly from him what branding is.
FAQ’s
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The key ingredients that make up a brand extend far beyond visual elements like logos or graphics; they encompass the core values, mission, and vision of the entity, as well as the experiences and perceptions it creates for its customers. A brand is shaped by the stories it tells, the messages it communicates, the personality it conveys, and the emotional connections it fosters with its audience. It's about the promise it makes and consistently fulfills, contributing to a distinctive identity that's recognized and remembered.
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Measuring the perceived impression of a brand can be quite complex, as it involves both qualitative and quantitative metrics. Companies often turn to market research to understand brand perception through surveys, focus groups, and social media monitoring to gather feedback about how their brand is viewed. Additionally, measures such as Net Promoter Score (NPS) can provide insights into customer loyalty and satisfaction, while brand equity models look at the financial value attributed to a brand's reputation and standing in the marketplace.
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To shape and improve a brand, individuals and businesses need to start with a deep understanding of their core purpose and how they want to be perceived. This involves aligning business practices with the brand’s values, ensuring consistent communication across all touchpoints, and delivering on promises made to the audience. Listening to customer feedback and being willing to evolve while staying true to the brand's essence is crucial. Branding experts like Marty Neumeier advocate for a customer-centric approach, where understanding the needs and desires of the audience is key to creating a brand that not only resonates but also endures.
Read the next blog to learn more about What is a brand made up of?
And if you’re ready to create an impactful brand, get in touch!
Cheers,
