What is 'brand'?


For better or worse, your brand exists in the hearts and minds of anyone that comes into contact with you. So, what is 'brand'? 


A brand is the image and personality of a product or service that a business provides. A product's features, such as logos or slogans, make it unique and different. Branding was originally used hundreds of years ago to differentiate cattle.

  • The objectives that good branding achieves:
  • Delivers your desired story more clearly
  • Confirms your credibility
  • Connects emotionally
  • Motivates your audience
  • Creates user loyalty

So, ultimately, what is it that you actually offer? Is it peace of mind or a sense of belonging perhaps? Or is it something more prosaic like a quick fix to a problem? 

To succeed in branding you should aim to understand both yourself and your customers. What are your aspirations? your values? your position in the market? your target audience? 

As for your customers, what are their needs and wants? Their behaviour will be determined by how well your offering matches their requirements. This includes to a very large extent unconscious drivers and responses to stimuli.  

How do your customers respond to visual and aural communication?  And what about the type of barriers you may need to overcome to influence the way they think about you? 

Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.