For those of us who have been in marketing and communications for any period of time, the word brand has likely come up in many conversations with both colleagues and clients.
A quick Google search will provide you with literally dozens of definitions. From simple definitions such as:
"A brand is a product or service that has a unique and immediately recognizable identity that distinguishes itself from others in its industry." Investopedia
To the more complex...
"A brand is not a logo. A brand is not a product. A brand is not a promise. A brand is not the sum of all the impressions it makes on an audience. A brand is a result–it's a person's gut feeling about a product, service or company. It's in their heads and in their hearts. A brand is your reputation." The Futur
While these definitions are mostly correct, There are some elements that go unmentioned. I'd like to use an equation to consider these additional elements.
How do we solve for brand? We need a few variables to help us determine the answer.
Let's review each component.
First is the variable Team. If you work for an organization, you are part of a team. That team is organized around some kind of purpose to help others. It's the rallying point.
The next variable is Value. This word represents the assistance you want to bring to others in need. It could be a product or it could be a service. You and the value are multiplied to create an incredible super power.
Next in line is the Customer, the people you are looking to serve. They are the most important part of this equation, that is why they are squared. They have immense power to make or break your brand.
This all results in an Experience. It is the result of what happens when the Team delivers Value to the Customer.
So based on this equation, what is Branding? Here is my contribution to the collection of definitions;
Branding is the feeling that your customers walk away with when they have an experience with you and your business.
These are the feelings that will ultimately shape the emotions your customers have when they see your logo, read your tagline, or see your product or service.
Let's consider these things when using the word brand. It is truly the culmination of all the history, people, processes, value, and experience that shapes who you are, how you work, and why you do what you do.
So if your brand is a feeling, then look at our customers and their journey through a different set of lenses.
It's time to construct occasions of joy.
It's time to create moments of delight.
It's time to facilitate extraordinary experiences.
Make it count by delivering something truly memorable.
Photo by Ron Lach
Comentarios