You have heard the word “brand” a million times, and you will hear them a million more with WEBRAND, to eliminate any misconceptions about brands, let’s talk about what matters, the definition of a brand.
WHAT BRAND ISN’T
BRAND IS NOT A LOGO
Logo or trademarks is symbol, monogram, type, or shapes that represent a company. They are all trademarks but they are not brands, but a symbol of it.
BRAND IS NOT CORPORATE IDENTITY
Corporate identities are a guidelines and rules created to control the usage of trademarks, such as in advertisement, signage, collateral, etc. It is used to dictate sizes, colours, and visual consistency, but visual consistency does not create brands.
BRAND IS NOT A PRODUCT
Most brand managers says that they are managing their brands, while in fact they are usually managing the product’s sales, distribution and quality. In reality brand managers manage something less tangible, a perception, meaning and aura that represent the product.
WHAT BRAND IS: AN EMOTION
Brand is a person’s feeling and emotion about a product, service or a company. It is each person’s own vision, perceptions and definition of it, which can’t be neither dictate, nor set by companies. Branding is about influencing these individuals. At the end of the day, brands are not what we say, but what they say it is.