In many respects it isn't. The values behind both the product and the business are an essential part of the brand. While the Nike shoe is the product--it is their commitment to making technologically advanced shoe products that you are really buying.
What is the first thing you do when starting to brand a company or product?
You'll need to find the essence or core of the business and that involves finding out what they want to stand for. Then it is a matter of defining values and figuring out how you will convey those values out in the world.
Branding is ultimately about the customer experience. Let's look at a few.
Let's look at Ron Popeil's Ronco Company. What is he saying? He's saying: Come on live a little; have some fun with gadgets. And he gets that customer to be engaged--to buy into the experience as well as buy the product. His Showtime Rotisserie--Set it and Forget it. Set it andÂ…what? And the audience roarsÂ…forget it!!!
This is a far different experience than the sophistication and culinary seriousness of say, a Williams and Sonoma or a Sur La Table. They are saying, You can't possibly attempt to do this properly without this stainless steel masterpiece. And you believe it because the outcome matters to you--it is your boss or mother in law coming for a sit down dinner party or Thanksgiving.
