By definition, a brand is “a person’s perception of a product, service, experience, or organization” (The Dictionary of Brand) or “the intangible sum of a product’s attributes” (David Ogilvy). On the other hand, a brand is “not a logo. A brand is not an identity. A brand is not a product” (Marty Neumeier) – get the idea?
More often than not, when you ask someone about their brand, 90% of the time, they’re going to show you their logo – not their brand. Go further and ask them to define what a brand is – it’s unlikely they’ll know.
It would be easy to go with the “common knowledge” version of a brand (just your logo), but the real results happen when you’ve fully established your branding. All the ifs, ands, whats, and whys for your business and who you serve. Before you can do that, you’ll need to know a bit more about branding:
There is No “True” Brand Definition
Branding has become one of the most undefinable traits of a business, mainly because there is no definition. Branding was initially established as a way for farmers to mark their cattle – which doesn’t exactly apply to modern-day situations.
Modern-day branding consists of two main parts, the physical (your logo, colors, fonts, etc.) and the emotional (what experiences, emotions, etc. consumers relate to your brand). The ideal emotional aspects of your branding should influence your physical aspects, but we’ll save that for later.
It’s a Bit Emotional
A brand is connected to your consumers’ and clients’ emotional responses. From the way color makes you feel, to imagery, to the reputation your business carries – all of it contributes to your brand.
One of the reasons the idea of a brand has become so vague is due to the emotional aspect. Everyone responds differently, and certain tactics or aspects of a brand may not elicit the desired emotional response – or even a response at all – from your target audience.
Make Your Own Definition
Instead of focusing too much on learning the definition of a brand – work on establishing your OWN definition. Making sure you and your team are on the same page is more important than knowing the different versions and definitions others have created.
The exact definition doesn’t matter as long as you keep the same results, such as its impact on customers. In fact, most designers won’t ask what the definition is; instead, they’ll guide you in creating an impactful and successful brand by asking questions, making observations, and analyzing your audience.
Questions to Help You Establish & Identify Your Brand
In comparison to defining a brand, it’s much easier to identify and establish your brand – here are a few questions to help you get started:
- Who is your ideal customer?
- How do you make your customers feel?
- What makes you different?
- Why do your clients trust you?
- How do you interact with customers?
- What are five words that describe your business?
- What pain points do you solve?
Ready to revitalize your brand? Connect with the Stellapop team and clear barriers with a fresh brand and brand design!