Most people assume that a brand is just the logo, slogan or graphic design scheme that help consumers or clients recognize at least in a physical way who you are, what you sell or what you do. The reality is a brand is so much more!

The American Marketing Association defines a brand as this: “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for a brand is a trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is the trade name.”

While it is nice to have a cool logo or something that people remember about a brand, we mentioned that it is so much more for instance if you were using metaphors to describe a brand what would you say? A brand can be likened to a promise. The consumer or client can attach a certain level of trustworthiness or fairness to your brand because they feel the firm or company will stand behind it.

It can be likened to a communicator because it helps in identifying certain attributes associated with the brand. Brands are like people because they are like the face of a company, and brands can have certain characteristics associated with it. It can be tough, light, rugged, manly, feminine, it can also be described as old, young, strong or weak. Brands can often take on life or they can also die.

So a brand is much more than an image, it is characterized by many things that all together make up a brand. In later posts, we will discuss what a brand is in detail.


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