I know by now you’ve heard the word “Brand” tossed around by one business guru or another. And you are scratching your head going “branding, say what?!”.
You’ve been sending out silent pleas into the internet abyss, “can’t someone, anyone pleeeease tell me what it means to have a brand?”
Well, it’s not the easiest thing to define, because it entails a lot, but I’m going to give you a quick example and a run down of what the essence of a brand is.
Imagine living in a foreign country…
Let’s just say China, because it’s quite the populous place (trust me I’ve lived there). And you live in a sea of people, in a city of over 9 million to be exact. It’s a little difficult to feel at home in a city of this magnitude.
There is a mall in this city, with so many stores that it’s hard to know where to go or where to look.
The choices are overwhelming. Yet, you do manage to find a place that makes you feel at home.
It’s the cutest little store with a coffee shop kind of vibe that makes you feel so at home that you decide you must go there every single day. And you want to buy ALL the things inside said store, because it makes you happy.
You have absolutely no problem giving them your money or buying some doodad that you have no clue what it’s used for, all because said store gives you warm fuzzies inside.
Now, what is it about this store that makes you feel at home in the midst of a foreign country?
I can guarantee you that it’s not the logo hung above the door frame, or the color of the walls inside.
It’s the feeling the store gives you.
In this case it is the memory of home.
(Sidenote: The logo and colors were what drew me in, so those things are important. And the designer in me feels you must know this.)
This store really existed for me. I’m pretty sure the owner had to have known me by name, that’s how often I frequented the place.
So, why is this important?
Well, because the feeling the store gave me was the store’s brand. The essence of that brand is what mattered to me, and was what got me to buy continually.
The Essence Of A Brand
There you have it my friends, this is the core of what branding is.
It’s the feeling you get and the things you say because of a business.
It’s the things that you tell your friends about a business, and it’s products, and it’s employees…a brand is built upon these things and your brand is what will make or break your business.
So, now I want to hear from you. Tell me in the comments below what your favorite brand is and what feelings it gives you. I will be blogging a series on branding for the next month or two, so if you have any questions feel free to ask those also.