The Definition of Brand

How do you define branding? Have you consciously created a personal brand for yourself- in other words, are you known for wearing a certain style of clothes, or saying a certain catchphrase, or playing a particular sport, so much so, that when someone mentions it, your name becomes synonymous with it? That is one way of defining the word brand.

Dictionary.com defines the word brand as this:

Brand

Noun- a kind or variety of something distinguished by some distinctive characteristic

The definition above is close, but not complete, in my opinion. My definition of brand is one that has a far deeper meaning than just a few distinctive characteristics. Branding to me is the persona of a company. In other words, just how your personal style can brand you into something great or not so great, the brand of a company and the perception that goes along with it can do the same.

My Definition of the word Brand

My definition of the word brand, as it relates to business, looks like this:

Brand

Noun- the persona of a company through unique, distinctive qualities that set it apart from its competitors

A corporation is viewed by the government the same way an individual is viewed. Therefore, it is of the utmost importance, to mold, shape, and build a brand that people want to know, trust, and buy from. Just as you work hard to better yourself, be accepted by your peers, and trustworthy, a corporation can be thought of much the same way.

My definition of brand goes beneath the surface of the logo, the catchphrase, and so on. Those components are important, and they have their place, but if the brand, the persona, of the company has not been molded and shaped into one that people or other companies can identify with, then they become meaningless.

If, from the onset, a company is treated as an individual would be, then it can grow, adapt, and evolve to fit the environment of its particular market. This is a pretty abstract concept, so it may be easier to understand with an example.

Is Your Brand Remarkable?

I created this collage of brands that I find remarkable. Remarkable in the sense that I enjoy them immensely, and also that I find myself frequently remarking about them to friends and family and sometimes complete strangers I meet while traveling. What is it about these brands that make them remarkable? They all share similar characteristics and yet are distinctive in their target markets.

Do you have a brand that people are fascinated with? Does it spread virally for standing out, being unique?

I Invite You to Watch

This presentation by Seth Godin speaks to the ideas of remarkable things and why they are considered remarkable. Seth Godin talks about this and more at a Ted Talk from early February 2003. However, for being five years old, now, more than ever, it is great information. Watch with an open mind, see how the strategies talked about and mentioned could be used to elevate your brand and your company.