If we’re going to work together we need to agree on what a brand is

Think of who you are

What you believe in, what kind of person you are, what kind of friend, parent, employee, spouse.

Now think of your name.

Are you who you are because of your name?  No.

You give your name meaning by the kind of person you are.

When people say it, they call forth everything that is essential about you.

Brands are like that.

A brand is not a logo. Logos are badges for brands.

A brand is not an ad. Ads are the voices of brands.

A brand is a promise.

It doesn’t exist in a document, or a boardroom, or a sign on a building.

It only exists in the consumer’s mind.

How does it get there?

Companies put it there in the way they conduct themselves.

Just as your name takes its meaning from the way you live your life.

When a brand is relevant to consumers, it makes them feel understood and respected.

When a brand behaves consistently, it makes them feel it can be counted on.

When a brand is proud and confident, it makes them believe a company knows what it’s doing.

So why have a brand?

Well a promise is a good way for people who want what you sell to find you.

But brands do more than that.

When people don’t understand a product or are afraid of making a bad choice, the best brand wins.

When a product experience is great, the brand that owns it becomes the best, and wins forever.

Brands make a company more valuable.

Often one out of every 20 cents of the market capitalization of a company is in its brand.

In the merger and acquisition game, it is not unusual for 3/4 of the purchase price of a consumer product or company to be for the goodwill in its brands.