What is a Brand?
Ask 10 people that question and you’re going to get 10 different points of view.
Here’s an explanation I like: Ranchers brand their cattle. Why? So they can easily identify them, so they will stand out from the herd.
A business brand is no different: it allows a company to stand out from the competition as something different-smarter-better suited to meet the needs of its target customers.
A brand is not a logo or a color palette.
A brand is a perception, one that is shaped by the products, messages and visuals a company shares. It’s also shaped by the behavior of every employee. Every action and output can either contribute to building the brand perception you desire, or dilute it.
I’ve often been challenged on this: “Does it really matter if I skip the brand standards on this one small thing? Just this once?” Yes, it matters. You can’t be a little bit pregnant, and you can’t be a little off brand without it making an impact.
Every behavior, word, visual and representation of your business influences the perception of it.