What is a Brand?

You may ask yourself, “To brand or not to brand?” but it’s a mute point because not to brand isn’t an option. Every business, and person for that matter, has a brand whether it’s intentional or not. So what is a brand?

• Your brand is your bond to your customers.
• Your brand is what people feel, think, and expect from you or your business.
• It’s your purpose, personality and promise.
• Your brand can help you gain the love and loyalty of your customers.
• It’s not easy, but it can be simple.

Being intentional about your brand will create stability, consistency, memorability and credibility. If left to its own devices your brand could turn customers away by sending the wrong message. One example of what customers might interpret is — you don’t take care of your business so why would you take care of me as your customer.

The other thing to keep in mind is that you don’t own your brand, your customers do — especially since the dawn of web2.0 and social media. This can be difficult to understand, but a good example is how the customer base can have enough power to make a company withdraw its new logo design… a.k.a. The 2010 Gap logo debacle. So now it’s more important than ever to pay attention to the promise you’re making to your customers.

I urge you to be intentional about your brand. Create a brand strategy, have a plan, implement with a professionally designed brand identity, and be consistent! And if you have employees make sure that they understand the brand and uphold the company’s promise and values as well.

Happy branding!

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