What is ‘brand’?

David Ogilvy, the “Father of Advertising,” defined brand as “the intangible sum of a product’s attributes.”

Why is branding so hard to define?

One reason for this is that different brands mean different things to different people. Brands are dynamic in that they don’t follow a strict form of rules – rather they bend and change depending on who, when and what they are targeting. Brands are about feelings and feelings are sometimes hard to define.

A brand is the way in which a company, organization, or individual is perceived by those who experience it.

Marty Neumeier, author and speaker on all things brand, says “a brand is a person’s gut feeling about a product, service, or organization.”

In essence, your company’s brand is its personality. A brand personality is a chosen set of human characteristics. The five brand personalities are comprised of: Sophisticated, Sincere, Rugged, Excited and Competent.

If you begin to think of your business as a person some questions come to mind:

  • What’s its name?
  • What does it wear? (ie design)
  • How does it communicate? (ie positioning)
  • What are its core values and what does it stand for? (ie brand promise)
  • Who does it associate with? (ie target market)

After you have defined your brand, what is next? Check out my other blog posts about logo design, branding messages and more!