Misconceptions about Branding

What is brand, and why does it matter to your business?

What does it mean to you when someone comments about a company's brand? Do you conjure up an image of their logo? Recall their latest series of ads? Or is it something more sublime?

In my experience, branding has got to be one of the most misunderstood terms in marketing. Ask ten people to define "brand," and you're likely to get ten different answers – nine of which dance around the concept of brand, but never reach its heart.

So how do you define brand?

I like to start by listing what brand is not. Brand is not a(n):

• Logo
• Identity system
• Marketing Plan
• Advertising Campaign
• Product
• Service
• Individual
• Quick Fix
• Miracle

Defining Brand

Brand is the SUM, the essence of most of these elements. Branding done right becomes a spellbinding story – interwoven with the promise(s) you make as a company – that defines your business and reassures, intrigues and tantalizes your customers. It is the collection and coordination of all these areas that make up the total brand story.

Once you know your story, and are clear on your promises, then the elements listed above – and others, too – become your storytellers and ambassadors. (With the possible exception of "Quick Fix" and "Miracle," of course!) ;-)

When you're well branded, they tell your story 24/7 – until the mere mention of your name conjures up a whole flood of (hopefully positive) associations. Which, if you're telling the right people, leads naturally to better business and more profits for you.

So...what's your story?

Cummings | Designs crafts powerful brand stories for sustainable business, including logo design, web design and branding. To find out how we can help you position your company as the leader in your field, call (414) 378-2747 or contact us at carl@carldesigns.com.