The word “brand” doesn’t just pertain to your company logo, or your name, it stands for something else, something deeper than what we can perceive by just looking at the surface, something more valuable. Your brand is the whole personality of your company. It may only take you a couple of hours to come up with a catchy brand name and an eye-catching logo but building a brand is a continuous process.
Brad VanAuken answers the question “What Is A Brand?” :
A brand is a source of a promise to its customers. It promises relevant differentiated benefits. It does so not only to place itself into the purchase consideration set, but even more importantly, to be the brand chosen from that purchase consideration set. This is also sometimes referred to as the brand’s unique value proposition. Whether it is called a unique value proposition or a promise of relevant differentiated benefits, it is very important that the promise or proposition be delivered consistently at each point of customer contact, time after time.
I would like to view a “brand” as a person’s name. It isn’t just a word or a common noun – it is by name that we recognize each person’s identity, and personality. The person’s dignity and honor is all attached to his name, and this is also true in brands. As a person, we do not want to be remembered only by name, we do not want everyone to know our names and forget who we really are. We like people to remember who and what we are.
On that note, brands symbolizes not only the company but the people who are behind it, the quality of their product, the efficiency of their services and how committed they are to their customers.
And that being said, the most important is to nurture and build the brand by actions that are appropriate.