Branding's definition varies from narrow to broad.
Perhaps more than any other term in the business glossary, the meaning of 'brand' is more a matter of opinion rather than a settled definition. A 'vague plague' afflicts branding, causing many businesses to misspend
their time and money or avoid branding altogether. This situation is unfortunate because research shows that brand building is essential to sustainable sales growth.*
An Intuitively Human Understanding of Branding.
A brand is your business's identity from the inside out.
Like your own identity, its purpose is to cultivate relationships.
If you've ever made and kept a friend, you get the basics of brand building.
For years, I demystified branding by telling clients that what is true for making and maintaining healthy human relationships is similar to cultivating brand relationships. Here are some examples:
No one likes a bragger.
What kind of a first impression would someone make if all they did was tell you how awesome they are and why you should like them over everybody else? Apple introduced itself by spreading the idea of thinking differently, not touting top processing speeds, storage size, or display quality.
Sharing is connecting.
Friendships are formed by sharing laughs, interests, beliefs, ideas, experiences, and causes. Quick question: What is the flavor of the original Red Bull? They didn't build their brand on flavor like most drink brands. Instead, they did it by sharing their passion for extreme pursuits.
No posers allowed.
People tend to end relationships with those who are not who they claim to be. An insurance provider can advertise that they're a "caring company." However, customers will likely leave if they don't feel cared for when submitting a claim.
To thine own self be true.
Individuals thrive when they have a strong sense of self and strive to be true to that self. We're naturally attracted to such people. Brands that continually change to get in good with the 'cool kids' suffer from identity crises. Coke's message of joy and connection has endured for over 100 years, while Pepsi's mirrors the latest trends in pop culture.
Branding success relies on clearly defining:
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What you stand for
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What you're known for
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How you show up
To connect with others,
you must know yourself first.
Unlike a human identity, a brand identity is collective, not individual. To authentically live your brand from the inside out, you must align every team member around the fundamental elements that make up your business's holistic identity.
Similar to people, six elements make up your business's character. Whether a one-person show or a big corporation, your company has a unique weave of tangible and intangible traits (nature). And those traits have been shaped by your upbringing (nurture). Together, they influence what your company believes to be true about the world, business, and success. Those beliefs point to your purpose. That purpose guides your team's behaviors, actions, and decisions. You express those behaviors through your outward style and appearance.