It’s very useful and challenging that the word “brand” has taken on so much meaning lately. It hasn’t been that long ago that “the brand” was thought of as only the item’s logo and slogan. “Brand” is now centered exclusively on the customer and her needs.
The Definitions of “Brand”
I like to go over the definitions of “brand” with my clients because there are layers of meaning in each definition, and the meanings make us think. Here are some:
“A brand is the memory of a valuable experience or outcome.”
“A brand is a promise of value.”
“A brand is a promise of the company’s values.”
“A brand promises the same valuable experience as last time.”
“A brand promises an emotional experience tied to personal benefit.”
And one of my favorites: “A brand is the evidence that the company knows and understands the customer’s deepest needs and the customer’s journey.”
What we have to do
Do you see the work that’s cut out for us? Can you see in these statements what we as business leaders, project managers, or marketers can do that will lead directly to the customer’s happiness, and thereby the success of our brand? Inside every one of those statements are ways to increase customer happiness and engagement, whether you’re a candy maker or an engineering firm.
Which one of the definitions will be most useful to your brand’s success? Or do you have another favorite definition? Please click “comment” above!