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What makes a brand?

Darren D. Walker

Your brand is a promise - a commitment to deliver a specific experience.

The goal is to engender trust by consistently delivering this experience. For businesses providing the same or similar services, branding provides a method to stand out from your competitors. The equity you ultimately build in your brand becomes your company's most tangible asset over time. Using the elements discussed in my previous post, "Identity: Who Are You?" Companies strive to differentiate themselves. Successful brands have one thing in common: consistency.

But, your identity is still not a brand. Your identity elements such as your logotype, tone of voice and visual language form the basis of all your future marketing communication activities - such as advertising, public relations, social media engagement and even relationships. with investors.

Brands, like people, have personalities. And people have different facets that contribute to that personality. Human beings are a mix of rational and emotional. So are brands. What are your favorite brands? Why did you choose Nike over Adidas? Starbucks instead of Second Cup? MacBook Pro instead of a PC? One brand of detergent rather than another? When does your identity become a brand? Frankly, there is no time factor. It's a matter of customer preference.

Ultimately, your identity becomes a brand when enough people choose your product or service over your competitors.

What good brands do well: They provide a great experience. They stand out and are memorable. They develop trust over time. They create emotional bonds. They ensure consistency across all touchpoints. They exude transparency · They acknowledge their mistakes. They have a crisis plan in place (just in case).

Is there anything else good brands do well? Let us know your thoughts.

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