So What Is a Brand, Really?
What is a brand, really? We meet new people all of the time, and of course, the conversation eventually turns to, “So, what exactly does your company do?”
Our response usually begins by telling them that we’re a strategic branding and design studio. Where the conversation goes from there always fascinates us because it reveals the difference between people’s views on the definition of branding. Some people think branding is about logos, advertising, or websites. Others think it's about social media. Regardless, it’s almost always associated with a communication output.
But when we ask them to think about a brand they love—and why they love it—they talk about how that brand makes them feel, how it adds to their life, and the shared values they have with that brand. They talk about their experience with the brand, how appreciated they feel, and the enjoyment of buying from that company.
Truth is, branding isn’t about the output. It’s about the totality of associations people make with a brand. Those associations are often intangible, but they always leave an impression that guides customer decision-making.
How much are you paying attention to your brand’s communication output versus the impression your brand is making?
If you’d like to talk about building a brand that leaves a lasting impression with your customers, contact us.