In branding 101 vernacular, what does “brand” mean?
- The word “brand” comes from Germanic languages and is still used today in the Dutch and German languages to denote “fire.”
- Throughout the ages, from the ancient Egyptians to the cowboys of the American west, simple symbols were fire-heated and burned into livestock to identify ownership.
- Those original iron “brands” are similar to the current meaning of our present day word “trademark.”
How does this translate to your business in today’s world?
- Today, the word “brand” means much more than simply a trademark.
- The trademark is one piece of larger strategy—albeit an important one. It is often the simplest meaningful visual representation of your company or product.
- David Ogilvy described a brand as “the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”
What is a brand image?
- A brand image is the perception that your customers have of your brand’s personality—be it real or imaginary.
- It is the gut reaction they feel when seeing, hearing about or interacting with your organization, product, service, etc.
In a densely crowded marketplace, some people still fall in love with a brand, hate a brand or never think about a brand. How do consumers perceive your brand? Simply put, your “brand” is what a person thinks/feels when coming in contact with any of your brand touchpoint. Ask yourself…
- Do consumers love your brand?
- Do consumers hate your brand?
- Do consumers know even that your brand exists?
Why is a strategic brand presence important?
- It delivers your message properly
- It confirms your credibility
- It connects to your target audience emotionally
- It motivates your consumers to interact
- It solidifies loyalty and creates brand advocates
