What is the Definition of Brand?

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

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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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