What is a Brand?
As a branding agency we get this question a lot.
“Brand” has become one of those words that has almost propelled itself into the hallowed halls of business jargon due to its ubiquity and, frankly, overuse. If we had a bitcoin for every time we’ve heard the terms “brand” or “branding,” we’d be Internet millionaires. What’s more, if we had a bitcoin for every time we’ve heard a misperception about what branding is, we could buy the entire Internet. It might be easier to start with what a brand IS NOT.
A brand is not:
- Your logo.
- Your tagline.
- Your product.
- Your service.
All of these things can be expressions of your brand, but they are NOT your brand.