What exactly is a brand? Everyone seems to have a different idea of what brands are, how they work, and how they are built. A brand is much deeper than a logo design, a slogan or some cool packaging or clothes. In the wise words of Seth Godin, “It takes more than a hat to be a cowboy.” A BRAND IS NOT SO MUCH ABOUT RATIONAL ARGUMENTS, BUT MORE ABOUT THE WAY YOU RESONATE WITH PEOPLE EMOTIONALY. A BRAND IS ABOUT VALUES. A brand can represent an individual person or an entire company. Branding answers the question of what are we here to do? With word of mouth happening at the speed of light, a brand is no longer what we tell people it is – it is what people tell each other it is.
The essence of building a strong brand is simply this: keeping your promises and creating great experiences for others. Once your brand takes hold, it becomes the essence of who you are and what you do. It transcends policy, which enables you to transcend commodity. Brand becomes the way you do everything, almost without thinking.
