Most people think of a logo, certain colors or slogan when considering what a company’s brand is, but those are really just brand identifiers. A brand is much more an asset that resides in peoples minds.
A company’s brand is defined by the expectations people have about benefits (tangible and intangible) that develop over time through communications and actions. Each level of customer experience greatly impacts the overall perception of who the company is, what they stand for, and why they’re relevant.
More than a sum of its parts, a brand is not merely
- A trademark (these are legal properties)
- A mission statement (this is a reminder of what you’re in business to do)
- A logo or slogan (these are your signatures)
- A product or service (these are your tangible deliverables)
- An advertisement (these deliver your messages)
A brand is logic and emotion– part science and part art. It’s alive– brands get their identity from meanings. Products and services are the heart of a brand, and the organizational culture and standards for action are the heartbeat.
Even more, a brand is
- A strategic point of view, not a select set of marketing activities
- A customer value, not just sound bites and images
- A competitive advantage
- Engineered into the strategic planning process
What is your company known for? How are your products and services relevant to your customers? Are you relevant? How can you make your brand experience stand out even more in this age of information overload?