What is a Brand?

Sometimes people think their brand is their logo, but that is like thinking the earth is a tree.

So, what is a brand?

In the words of Marty Neumeier (from his book The Brand Gap), a Brand is “a person's gut feeling about a product, service, or organization”

So ‘BRANDING’ is the strategic creation of all elements of a company, keeping in mind the FEELING these brand touchpoints will spark within those who experience them.

Most often, people mis-use the word ‘branding’ when they are really referring to their ‘Brand identity design’ (meaning their mood board, color palette, logo, fonts, and brand design assets).

But identity design is only one of many departments that make up a brand.

Other areas within building a business and having an influence on people's feelings include: product design, marketing, customer service, sales, legal and financial.

The reason why so many people think of the design of their brand as THE brand is the same reason why some people put more thought into their outfit when going to a job interview than making sure they're qualified.

And this makes sense because visuals are usually the first impression that we have of any brand, especially in the digital age.

But this initial experience is only the tip of the iceberg. It doesn't take into account that the first impression most GREAT brands spread is through an earnest conversation.

“Babe! Did you hear about the new cafe that opened down the street?! It’s right around the corner from you and their matcha lattes are amazing! Not to mention, it’s a great spot to have photos taken!”

If you’re interested in learning more about how your customers view, experience, feel, and talk about your brand, I’d love to hop on a free brand audit call with you.

Shoot me a DM or visit thekreativekind.com to learn more about how we can work together.