What is a brand?
Neil Shewan | 22.04.2010
A brand is the positioning of a service, product, individual or place in person’s mind.
A brand can provide a range of benefits – including emotional, functional, physical, experiential and self-expressive.
There are three parts to a brand: The brand promise (what we promise to customers through visuals, words and action), the brand experience (the sum total of all the interactions a customer has with us), and the resultant brand perception (how the customer differentiates and positions the brand in their mind).
The meaning of “brand” has evolved over time to become broader and more holistic in approach. A brand is an organisation-wide responsibility – including communications, marketing, sales, operations, production, finance, human resources and administration.
We can control the brand promise and many parts of the brand experience. The measure of success, however, is always in the hands of the customer and the brand perceptions they develop over time.
High performing brands rely on differentiation from their competitors. They must be remarkable in order to be noticed and sustain the continued loyalty of their customers. Consumers have also become savvy in the way they measure, rate and compare brands.
To be remarkable brands must be authentic, confident, aligned, involving, memorable, creative, human, relevant, evolving and responsible.
A brand is not communicated – it is experienced. A remarkable brand is not bought, it is earned.
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