What is a Brand?
A brand is an unwritten contract of intrinsic value. A brand is an expectation of performance. A brand is a covenant of goodness with its users. A brand is predictable. A brand is an unwritten warrantee. A brand is a mark of integrity. A brand is presentation of credentials. A brand is a mark of trust and reduced risk. A brand is a reputation. A brand is a collection of memories. A brand can be – must be – more that the sum of all these parts.
What are you going to do about your brand characteristics? Put your action notes here.
Brands are a shorthand way of communicating critical data to the market to influence decisions. Brands are accelerators of credibility and, therefore, of relationships. Brands are most influential when customers lack data to make informed product choices and/or when the difference between competitors’ versions of the same product is small to non-existent. Additionally, brands take on more significance when consumers place great importance on the decision being made. We shop and buy products just on the brand feeling.
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