What is a brand?

“Brand” when you hear the word, what do you think of?

The colors of Google, the script of Disney, the bite out of Apple, these are all brands we know and love.

But guess what: a brand is so much more than a logo. What’s a brand?

I think, for me, it is a connected set of behaviors, so, it’s how I speak, it’s how I communicate with others, it’s how I promote myself, it’s how I react.

When something goes wrong, what do I do to fix it?

When you have a problem, how am I there?

And in that sense, you know, a brand is a very human thing. It’s very amorphous and more and more it needs to move into very different places of our life, so it might be how you talk to something like an Alexa, or the way the text is worded from your phone company, or an advert you see on the street. It’s all of those things.

So,  you have an amazing business idea. You’re ready to launch, but there’s one small problem: you need a brand.

Building brands can take a lot of time and money, two things most of us are short on, also it’s quite an abstract concept. 

If a brand is more than a logo, what is it?

Think of a brand as a promise to your customers, the promise your business makes is unique. It’s about what you do and why you do it, every aspect of your business from the inside out should deliver on this promise.