The Meaning of Brand. Again.

The definition of “Brand”, “Branding”, “Brand Development” is widely misunderstood…even by many who make their careers in Marketing.

Here is a short list of things that DON’T define, or may not even represent your Brand:

• A Logo

• A Tagline

• A Beautiful Website

• A Clever Ad or Commercial

• A Product Campaign

Or any other design element. All of these things that require design work are part of a “Visual Identity” or “Brand Identity”. A visual identity can be very strong, and very well-known. But that does not make it a good “Brand” nor mean that there is a valid and well thought out Brand Strategy.

Don’t take this to mean that you don’t need a good visual identity – we certainly do now more than ever. But make sure it actually stands for something. Not many sales are made by well-designed logos – but most are made by trusted Brands.

Having a “Brand” Means You Stand for Something


As in “Why would a consumer work with your company? Use your product? Simon Sinek’s “Start With Why?” is a must read for any small business owner. If you really want to stand out from your competition, you need to have a CLEARLY defined “Why?” to your business…not something you make up as part of your advertising, but as something that is core to your culture. It should be something that both employees and customers can sincerely believe about what you do.


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