A majority of people don’t understand what a brand is, nor do they know the time, effort, and intentionality that goes into molding a brand. It is so much more than just a logo and colors, but what exactly makes up a brand you may ask? We’re here to give you an answer.
According to David Oglivy, a brand is “the intangible sum of a product’s attributes.” Simply put, a brand is the personality of your business. From a consumer’s standpoint, it is also what your prospect thinks of when he or she hears or sees your brand. It can mean different things to different people at different times, just as a personality may.
But what makes up these tangible and intangible qualities that project this perception onto a consumer? How can we better understand the ways in which we can build a brand?
Life would be quite mundane with people simply being a name and the clothes they wear. So, we must understand that we cannot see a brand as simply a logo and colors, but as rich and complex as the sum of an individual’s personality. Here are a few ways we can better understand the fullness of what a brand encompasses:
What is its name?
What is your brand’s name and what does it display? Is it accurate in describing what your business represents and sells? A name is a first impression and can guide understanding and direction from the start.
What does it wear?
What colors do you believe would best portray your business’s personality to the consumer? The colors your brand “wears” are the more tangible aspects of your business that portray a message to the customer beyond aesthetics. Better understanding the intangible message that your colors and logo display will set you up to better decide these aspects.
How does it talk?
What is the voice that your brand adheres to? We would all be quite confused if our friends took on different ways of communication each day. Think through the voice and channels of communication your brand should take to remain consistent. Consistent communication allows your customers to better develop a relationship with your brand and breeds loyalty.
How does it portray itself?
In what ways does your brand communicate to others what it stands for and where it belongs in the consumer’s life? In other words, what is its positioning? Just as your friends have a foundation in which their personality is built on – their interests, hobbies, morals, etc. – your brand has a way in which it uses its voice to communicate where it stands and the position it takes. A strong brand positioning will maximize consumer relevancy and separate itself from competition.
What are its values?
What are the promises that you want your brand to deliver to the consumer? A brand must develop core values and a foundation for which it stands on in order to deliver a consistent brand promise. This allows consumers to deeply resonate with the brand.
Who does it associate with?
What is the target market that you would like your brand to be aligned with? Who are the people that your brand is going to get along with and associate with in a marketplace? Understanding your target market lays a large foundation for strong brand positioning.
Is it well known?
What is the reputation of your brand and is it well known among consumers? Just as we hold social status in our head as an intangible concept that drives our actions with others, a brand can be held in a social regard that guides the direction of the ways consumers view it.
Though there are countless attributes, both tangible and intangible that we look to in order to better develop a brand, the first thing we must understand is that a brand is the personhood of your business. You must better understand the depth of generating a brand to better relate and interact with the consumer. And that begins with the effective development of your brand’s personality.
About Teleos
Based on Teleos’ proprietary T5 Analysis, the Agency guides businesses in how to communicate the benefits of their products and services to the needs of potential customers. Teleos crafts end-to-end marketing solutions that define the brand, resonate with audiences, and creates marketplace momentum. We know that design is more than pretty: it’s how a business works.
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