What is brand and why do I need it?

Many companies large or small, at some point, will come into contact with the term 'brand'. To many this is mixed up with the term 'branding' which is an extention of 'brand' and usually expresses the outward visual presence of your company but not the real 'brand'.

So how do we define 'brand'?

From a Marketing view point, 'brand' is defined as a 'name', 'term', 'sign', 'symbol' or 'design' or any combination of the same that identifies a products or services a company provides that sets them apart from other companies.

Now this to me this is 'branding' whereas 'brand' goes further than that, it defines the 'personality', 'language', 'expectations' and 'trust' that your company provides organisation wide from all touch points.

Furthermore, it's essentially how your company will provide a solution to your prospects that differentiates you from your competitors.

What does that mean to me?

In short, defining your 'brand' allows you to:

• Create clear communications, externally and internally
• Helps create policies and processes that help deliver reputation
• Directly connects to your prospects emotionally delivering a consistent experience
• Good experiences that motivate prospects
• Ensures customer loyalty

When you begin to understand what your 'brand' really is you can begin to deliver. Deliver to both customers and internally to staff. It helps initiate the winds of change in areas of your business that were ill defined.

'Brand' is the animal that sits inside your customers, prospects, clients, suppliers and staff. It is the culmination of their experiences and perceptions of your company.

So it is wise to take control of your 'brand' to minimise the negative and maximise the positive experiences.

Of course, 'brand' is not a cure-all it goes hand-in-hand with good business practices. But the only way to ensure you deliver a 'brand' that will succeed is to embrace the idea that design alone will not deliver the best ROI and it is only by spreading your true 'brand' throughout your organisation that will bring true ROI.

Having a strong 'brand' is essential in the constant struggle to gain customers. You must begin to invest in building your brand through research and defintion of who and what your company is. Begin to define the 'Promise' you offer to your customer but just as importantly ensure that is matched by what your company 'Delivers'.

Once your 'brand' is defined and integrated into your company ethos and working practices it becomes easier to deliver marketing communications that are effective. This then feeds your 'branding' and the delivery of your corporate marketing communications that are a true reflection of you.