Branding is an often misunderstood concept. There are many definitions of a brand, but none of those definitions have anything to do with a logo or visual identity. In fact, in starting to properly define a brand, let’s start with what it isn’t.
It’s not a logo.
It’s not a product. People often use the word brand to mean, I bought this company’s product over a similar product from another company. But that’s not what a brand is either.
Branding is something that exists in the minds of your customers and staff. Marty Neumeier defines it as “a customer’s gut feeling about a product, a service or a company.” In this way, your brand is your company’s reputation. It’s how a person feels when they think of your company. It’s their perception of what your company stands for, of what your company does and whether or not it aligns with them as a person.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.” – Seth Godin
For this reason, building a brand is like building a relationship. Your company’s relationship with your audience, whether they are customers or employees is predicated on whether or not you have the same shared values and beliefs. And every interaction you have, at every touchpoint, impacts your brand.
So each time someone interacts with your business, either by purchasing a product, speaking to your staff on the phone, visiting your website, or in any other way, this is contributing to your brand. The important takeaway is that branding isn’t something you do. It’s the result of everything you do.
