The Definition of Brand
Brand – 1. a brand is how you envision your identity, personality, communication style and tone. It is your face, your clothes, your personality and your values.
– 2. a brand is the interpretation of your company, product or service by each one of your customers based on their experiences with, perceptions of, and thoughts about your business. It is an idea that exists in the minds of your customers.
There are two sides to a Brand. There is the side you see and the side your customers or public sees and these are typically not the same. Just as your friends and family perceive you in different manners so the same is true for brands.
For your customers, your brand is a personal thing. It is not what you say your brand is, it is what they say it is based on their interpretation of what you have put out into the world.
Every one of your customers will have a differing interpretation of your brand because their interpretation is modified by their experiences, education, beliefs, creativity, dreams and what you communicate to them.
The most successful brands in the world have customer agreement, in the majority, as to the interpretation of their Brand and thus a shared vision or idea about a company, product or service.
The trick is to get your customers and public to perceive and think about your brand in the same way you do. This brings about greater understanding, trust and an increase in your reputation and of course your sales. This is done through good Branding, Marketing and Public Relations.