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WHAT IS A BRAND?
Many people think about a brand as just a logo, but a brand is about much, much more than that. A brand encompasses everything from the name and logo, the values and ethos, down to the relationship to the audience and the message it is trying to convey. It is the holistic experience you get from interacting with a product that in turns creates what the brand ‘is’.
The classic example…
Yes, that’s right, the obvious (yet extremely relevant) example to use is Apple – what makes up ‘the brand’ of Apple? Well certainly there now exists an iconic logo, but the logo alone could never have created the recognition and status which is now associated with the company. It is all about the experience of interacting with the brand, which has earned Apple a poll position on the branding ladder.
The brand experience ranges from the excitement and anticipation a consumer gains from opening the pristine packaging, the emotions produced by the tone of voice used in their marketing campaigns, the awe at the slick photography and video used for a product launch, even the feeling of entering an Apple store – which you have to admit is quite a unique experience in itself. In essence, the Apple brand infuses everything they do and say as well as the products they produce and this creates an overriding brand experience.
So what do you achieve by creating a brand? Essentially, the aim of a brand is to work to raise the profile of the company and in turn create a high return, whether this is financial or social.
Like Apple, the most successful companies are those which create a brand that remains true to their ethos, rather than trying to contrive an identity to simply fill a gap in the market.
It is for this reason that developing a brand identity is so important. Having a great product is only the first step, and some people believe that it will therefore ‘sell itself’. However, to truly grow a company it is vital to have a strong brand which reflects exactly what makes that product great.
Each brand is different but here are a few of the basics….
A brand should
Of course, every company or product is different, with their own values and independent goals and therefore the process to creating a brand should be tailored to suit. After all, this is what makes a company more than just a logo; it makes it ‘a brand’!