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What is the Definition of Brand?

Updated: Jun 24, 2022



One of the things many brand specialists tell me is people come to the to get a logo because they don’t understand what a branding is or what the definition of the word brand is. This article is a deep dive into what branding is and what business owners need to know about creating a brand.



My Definition


To me. A company is an independent entity. A person has a personality and so does a company. Like a person has values, so does a company. Like a person has a voice, so does a company. Like a person has an image, so does a company. The brand is the essence of the company and their interaction with the marketplace. Things like logos and websites are the clothes the brand wears, not the brand itself.



How the Experts Define Brand


Seth Godin’s definition of brand describes it as “a set of expectations, memories, stories and relationships that, put together, impact a consumer’s decision to choose one product or service over another.”


Marty Neumeier’s definition in his book Brand A-Z, where he defines every word associated with Branding. "A Brand is a customer's perception of a product service or company, a corporate reputation."


What Others Say About Brand


Jason Barnard, says,Brand is what your audience perceives you to be. And the big digital players (Google, Facebook, Twitter, Apple, Microsoft...) have immense influence on that perception. We all need to start paying attention and managing this now.”


Dominique Hart gives an in-depth definition. According to the Merriam-Webster dictionary, the word “Brand” is best defined as "a public image, reputation, or identity conceived of as something to be marketed or promoted". But I define the word "Brand" as your unique and "Dynamik" (pronounced "Dynamic") mark on the WORLD. It's how your audience and the greater market identify the special way you serve them and the communities they live in. The best part about it, and if done well, it's all according to YOUR design.



Ari Krzyzek shared , Your brand is not what you say it is; it's what they say it is. Branding is all about figuring who you are.



Holly Fisher says, “Your brand is how people see you. It's their perception of you or your business and how you can make their life better.”



Dane Sanders believes brand is the story people say about you when you're not around.



Jason Cercone adds, brand is how you tell the world who you are, what you do, and how you will be a valuable resource to others. This applies to the brand you build for your company, as well as your personal brand. Your brand puts the people in the seats and keeps them there!



Jen Campbell is a personal brand specialist and she says, "Your personal brand is how you show up in person and online to show be people the good in you and what you do."



Karlee Bedford was quoted on shopify saying “Brand is so much bigger than a logo or a guideline document. Brand elicits a feeling.” Let’s take two seemingly similar examples: Nike and New Balance. While their products may not differ very much functionally, “they behave differently and have very different perspectives,” says Karlee. “Consumers in the market for sneakers have a different feeling about what each brand offers them emotionally.”



AlKarim Chatur Branding is your image and how your audience views and values you. If your actions are not aligned with your message as a result of constant firefighting and responding, that eventually results in consuming your audience and will result in the demise or stagnation of your business



Janice Williams It is important to ensure a consistent image and message in front of your customers. Mixed messages gets mixed results.



Which of these definitions makes the most sense to you?

Let me know in the comments.


Have your own definition of brand?

Share it in the comments to help me and others dive deeper into the word and what it means in the Digital Age.




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Other UnPeeled Articles Diving into the Definition of Words


As time goes on and buzz words evolve, the casual meanings of these words change and those who grew up speaking English start to use them differently to sound like we are in the know and hip on the hype. I dive in to find out what these words mean and how they are being used in our eery day lives.


The term “Thought Leader” became a buzzword and started to lose clarity of meaning when people adopted it to make their brand sound academic. Can a thought leader be someone who has read books, knows the theory, but has done nothing in the industry they are trying to be leaders in? Or are they a certain type of leader who is an expert in their field, has the respect of their peers, and has the experience to learn the lessons first hand. I searched out the internet to find out what others think.


Media tells us stories about these amazing people called entrepreneurs who have made a lot of money and live a life most only dream about. We see these bigger than life extraordinary entrepreneurs who have created huge corporate organizations, which they still actively lead. Are they still entrepreneurs after their company becomes a juggernaut of processes & red tape? And if so, does this make every CEO an entrepreneur? Can anyone bean entrepreneur?


Accountability is when you can trust people to deliver on a project or a commitment when they said they would. The second part of accountability is having faith in yourself to deliver on the promises you made so others will trust you.


Success is all about fame, financial freedom or having a multi-million or a billion-dollar business. Or is it? Success can be defined in so many ways. You may have a variety of experiences with it and perhaps struggled with it. You may be aspiring to be a best selling author, have a multi-million dollar business or maybe a $5 million mansion in a wealthy neighborhood. If you have all the money you will ever need and a successful business, yet you are feeling tired, stressed, overwhelmed, irritable, is it success?

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