How Do You Define 'Brand?'

Your brand is the expectation of what your customers and prospects believe their experience will be like doing business with you.

I think Seth Godin said it best: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another. If the consumer (whether it's a business, a buyer, a voter or a donor) doesn't pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

The term brand refers to the word, logo or other identifying symbol that brings to mind not only a specific product, company or person but emotional and intellectual associations attached to it.

"Dizzy" to jazz fans is a person, a style of music and often a specific melody or event. "Michael" to a sports fan is Jordan - to a music fan is Jackson. "Elvis" is a man, his music and a genre. "Yugo" is a car, a joke, a flop [in the market-place].

A brand is the essence of your company. The one thing that creates an emotional bond between you and the marketplace. It is not a logo or a slogan or a color swatch. Those are all things that add to who you are. The brand is what separates you from your competitors. Whenever they hear, see, or say your company name there should be a thought in the customer's mind of exactly what you want them to think.

I just read the three explainations given here and all I have to say is:

If you think for one moment that others, myself for sure, really understand this then you are wrong. Marketing and Networking are designed, or should be, to get your NAME out there in the public eye. No one knows you yet so you get yourself and your Company name and what you do out there.

A Brand (in the apparently old fashioned sense) is the name of a specific product that does whatever and if folks like it they buy it again...like Hersheys Chocolate. OR if you are slapping hot iron to something so folks know it is your specific make like leather or shoes or designer clothes or the beef you eat.

It sounds to me like the word branding is being stretched to customer service, doing a job professionally and how you run your business in the day to day. This makes the english language so much more difficult to understand.

For instance: (Please folks do not get personal - these are just examples)

Fag/ faggot - used to be a word for "cigarette" or a bundle of sticks. Now it's a negative word used to describe a persons personal choice or someone who owns or frequently rides a Harley or if you're fagged out meaning tired.

Gay - used to be a word for "happy, cheerful" Now it is used also to describe a persons personal choice OR at one time not so long ago it was a word to describe how something was "stupid or unfortunate".

Net - could be a financial term or something to capture fish or the internet.

I am not attacking anyone. I just think KISS is always better......you know............Keep It Simple Simple (well there's another word but I don't like it)

I found something that makes the word Brand clearer. It's much more simple and understandable than the other explainations.

Got this from The Free Dictionary by Farlex

brand

(brănd)

n.

1.a. A trademark or distinctive name identifying a product, service, or organization.

b. A product or service so identified: bought a popular brand of soap.

c. An association of positive qualities with a widely recognized name, as of a product line or celebrity: The company tried to improve its brand by donating money to charity.

d. A distinctive category; a particular kind: a brand of comedy that I do not care for.

2. A mark indicating identity or ownership, burned on the hide of an animal with a hot iron.

3. A mark burned into the flesh of criminals or slaves.

4. An association of disgrace or notoriety with something; a stigma. See Synonyms at stain.

5. A branding iron.

6. A piece of burning or charred wood.

7. A sword: "So flashed and fell the brand Excalibur" (Tennyson).

tr.v. brand·ed, brand·ing, brands

1. To mark with a hot iron, as to show ownership: branded the steer.

2. To provide with or publicize using a brand name or other readily recognized identifier: a line of cars branded with mythological names.

3. To consider or label as disgraceful or infamous; stigmatize: branded the deserters as cowards.

4. To impress firmly; fix ineradicably: Imagery of the war has branded itself into the national consciousness.

In think everyone is trying to equate a brand with #4 of tr.v. Wouldn't it be simpler just to say this?

Everyone have a very Blessed day and stay dry. It's pouring here.

In a nutshell, a Brand is an all-encompassing aesthetic experience; it's the promise of what your customer can expect buying from you.

Branding is more about emotions than logic, it answers the question "what's in it for me"

Think of branding as your Unique Selling Proposition, which is your promise to your clients.

It is also about differentiation, which is one of the expected outcomes of good branding. Or "how are you different

It's simple: Branding is the proprietary visual, emotional, rational, and cultural image that you associate with a company, a product, a name or a community.n And the most important words there are proprietary (what you own), and emotional (the feelings you convey). Think the Gerber Baby and all it stands for, but applied to your business.

What does your business convey to customers that makes them see, think about, feel, and understand your company that no one else has?

Hi Everyone...

I have a little different perspective on brand, because I'm a book writing and publishing coach. One way that entrepreneurs can set themselves apart is to take their brand and expertise and package it into a book.

Did you know that becoming an author puts you into a unique position? You are a celebrity! You now have more reasons to send out press releases and get interviewed by the media! Go on talk shows - both local and national!

Kleenex is a brand of tissue paper. Q-Tip is a brand of cotton swabs. The more you push and market your brand, the more ubiquitous it can become in the market place. And if you are real lucky it can become synonymous with that "thing" that people have come to know and recognize everything else in that category.