WHAT IS YOUR BRAND?
Branding is a hot topic right now, so I decided to create an infographic with my definition and brief explanation of it.
Instagram has stirred up the personal brand pot by removing visible likes in posts, and Facebook keeps tweaking its algorithm to keep everyone on their toes as they develop their brands.
Naive designers will sell pretty graphics and call themselves branders. But, your brand is more than a logo, website or cool graphics.
Some new "experts" will tell you to first prove your business model before worrying about branding. That's like saying run a race but without your feet. Not practical in the real world and a possible hindrance to your success. It doesn't have to be an either/or.
A proper brand strategy and marketing will get you in front of the right audience to engage with your product, service and offering. Thereby testing it with your ideal client.
While billionaires (Bezos) have claimed it's "what others think about when you're not in the room", they are partly right, but it's incomplete. What they are describing is "reputation" and that is a small facet of it.
Others say it's "perception", but you can't control that. You can only influence it by what you do. It certainly is a part of it. You can strategize your expression, but the perception is developed ultimately internally in those that engage with what you do.
So here's my take:
Your brand is what is formed at the intersection of your intentional efforts and earned reputation.
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It’s the promise of an experience you say you will deliver, and the perception of your brand in the mind of the consumer that is formed by the experience you actually deliver.
While billionaires (Bezos) have claimed it's "what others think about when you're not in the room", they are partly right, but it's incomplete. What they are describing is "reputation" and that is a small facet of it.
Others say it's "perception", but you can't control that. You can only influence it by what you do. It certainly is a part of it. You can strategize your expression, but the perception is developed ultimately internally in those that engage with what you do.
So here's my take:
Your brand is what is formed at the intersection of your intentional efforts and earned reputation.
---
It’s the promise of an experience you say you will deliver, and the perception of your brand in the mind of the consumer that is formed by the experience you actually deliver.
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While I might refine this in time. It's developed from what I've experienced in 24 years of branding professionally around the world.
Hope it helps you understand your brand a little better.
Keep in mind this is only a definition and the path to brand clarity goes far deeper.
I have a 5 step process that will not only bring clarity to your brand, but make sure your design aligns with that brand strategy.
