What a Brand Isn't

There are several popular misconceptions about what defines a brand. A brand is not a logo. A logo or trademark serves as an identifying mark or symbol for the brand, but is not the brand itself. Second, it is not an identity system, which simply controls the use of the logo in advertising, print, web and so on. Finally, a brand is not a product or service. It isn’t something tangible and there isn’t a clear definition.

So if a brand isn’t any of these things, what the heck is it?

A brand is a how a person feels about a product, service, or company. Humans are emotional creatures, regardless of how logical we think we are. Companies cannot control how people feel, but they can do a lot to influence it. A positive feeling can be achieved through creating a great consumer experience. The only comparison that can be made between a company and its competitors is to define what makes them different. This can include everything from the design of the print collateral and website to the way employees interact with customers. 

If people have a positive feeling about your company, you have a pretty good brand. If they have an emotional connection to your brand and they can’t live without it, you have an extraordinary brand.