What is a brand? Unveiling the power and purpose behind a brand

There is a very big misunderstanding about what a brand is. A brand is what sets your business apart. It’s the unique personality and values that people remember.

People often misunderstand what a brand is, thinking it’s just a logo or product. But a brand is more than that; it’s complex and goes beyond symbols or products. It tells a story that connects with customers emotionally and logically, building a strong connection with the audience.

Some people may assume that a brand is just a logo, but a brand transcends the confines of a mere logo; it embraces the entirety of a business’s identity and the emotional connection it establishes with its audience. While a logo is a crucial visual element, a brand extends beyond aesthetics, encapsulating the values, personality, and promise of a business, shaping perceptions, and fostering trust.

A brand is not a logo.
A brand is not a product.
A brand is not a promise
A brand is not an impression.

The Brand Gap, Marty Neumeier

A brand is not even a product, it surpasses the limitations of a product, which can be easily replicated by competitors. For example, in the competition between Pepsi and Coca Cola, both offering similar soda drinks, consumers often favour Coca Cola not just for its taste but because they feel more connected to the brand (source: journalofbusiness.org). The essence of a brand lies not only in physical attributes but also in the emotions it evokes. Consumer preferences are shaped not solely by the product’s features but by the feelings associated with the brand. This blend of physical and emotional dimensions occurs through repetitive and consistent exposure to the business’s name, logo, visual identity, and messaging.

Individuals, as active participants, play a pivotal role in defining a brand. Each person crafts their unique perception, contributing to the collective image of the brand. When a large group of people shares the same gut feeling, a company can confidently say they have a brand.

A brand is a result – it’s a customer’s gut feeling about a product, service or company. A brand is like a reputation and everyone will feel different about it.

Marty Neumeier

In essence, a brand is a living, evolving entity shaped by perceptions, emotions, and experiences. It is not a static logo or a tangible product; rather, it is the sum of interactions and connections between a company and its audience. Understanding a brand solely by looking at its logo or products is like seeing only part of the picture; it misses the emotional and perceptual aspects that truly define it. Brands go beyond what can be touched and can deeply affect how people feel. So, it’s important to see brands as a whole, recognising their ability to go beyond just physical things and make a lasting impression on people’s thoughts and feelings.