BrandFormula

Everyone knows what a brand is. Don't they?
When we get asked to 'design' a new brand or refresh an existing one, we have a very clear idea of what that means. Yet one client's expectations can be completely different from another's. There are so many expert opinions on what a brand is, it's no wonder there's so much confusion out there. We hope the brandformula take on brand will help shed some light on the matter...

Ancient origins of 'brand'
The original Old Norse and Germanic words it derives from mean 'to burn'. But it was large scale cattle branding in North America in the 18th and 19th centuries that brought the term into more common use. Back then the idea was that one owner could differentiate his cattle from those of other owners. And this still applies today - but things have got a bit more complicated...

Expert opinions?
Definitions vary from the succinct to the long-winded, the bombastic to the incomprehensible. These are just a few that are in popular circulation.

"A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors."

"Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality."

"A brand is the most valuable real-estate in the world, a corner of the consumers' mind."

"Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced."

"A brand is a promise of satisfaction. It is a sign, a metaphor operating as an unwritten contract between a manufacturer and a consumer, a seller and a buyer, a performer and an audience, an environment and those who inhabit it, an event and those who experience it."

Keeping it simple
All worthwhile definitions, but we wanted something simple. Here's ours.

"A brand is a collection of perceptions about an organisation, product or service in the mind of the consumer."

Building brands – brand image and brand identity
What factors actually influence the perception the consumer has of a brand? Brands are shaped by two fundamental factors – one tangible (or experiential), the other intangible (or psychological).

Brand Identity (the tangible) is the intended brand image as represented through physical things like the logo, printed/digital material, uniforms, products and client focused behaviour. Brand identity shapes brand image.

Brand Image (the intangible) is the symbolic construct created within the minds of consumers partly as a result of the tangible branding. There is no guarantee that 2 people will perceive a brand in the same way but brands do generally achieve the same perception across a group of consumers. A strong example is Apple – almost universally seen as producers of ultra desirable consumer electronics – such as the iPod and the iPhone.

Building a great brand
As organisations grow and competition becomes fiercer, brand becomes ever more crucial in the drive for success.

The brand proposition needs to be crystal clear. You also need to know what aspect of it will make potential customers buy from you rather than the competition. You can then build a communications plan around this. Well thought out and executed communications are critical for ensuring the consumer builds up the right associations and perceptions and is clear about the reason to buy from you.

Branding has got a lot more complex than in the days of the early North American ranch owners. Only by applying a structured approach can you cut through all the confusion.