A brand is a name of a product or business that seeks to differentiate itself from its competitors based upon its uniqueness. It often is associated with a logo, tagline, color and graphic elements, but it is much more than that.
It is the customer experience associated with the brand, and it is the value gained by associating with the brand. That value can be both actual and perceived. This can be helped by advertising and the media--you create associations and expectations based upon the brand. The brand delivers on those expectations and therefore becomes memorable and recognizable.
Why has branding become so important?
We all have developed trust issues. And this is because of the disappointment level. We go out into the world to spend our hard earned money and the only consistency we get is disappointment.
We've become resistant to advertising messages because of our disappointment.
So, branding is another way of conveying a value system and a set of promises behind it. The experience must be defined and therefore expected. And the experience must be consistent. When you were a child, you went to Howard Johnsons--not for the great cuisine or dining experience--but because when you stopped your road trip, and were weary and exhausted, you could look forward to getting a consistent meal. It would be exactly what you envisioned.
