WHAT IS A BRAND?

You’ve heard the word “brand” many times. You know it’s important. You know it falls somewhere under Marketing. You have your favorite brands. You have the brands you’ll never touch. And each brand professionals have their own definition.

WHAT IS A BRAND?

We believe a brand is the cross-section of the perception you want your customers to have, and the perception that already exists.

How you want to be perceived includes your purpose, mission, company culture, vision, core values, ambassadors, and company culture. It also includes your personality including your brand voice, attributes, pillars, and archetypes.

The perception that already exists can be found through consumer studies, trend research, insights, employee and client interviews. It also includes market research such as competitive analysis, positioning, industry trends, and your differentiators

WHAT MAKES A GREAT BRAND?

Simple answer: A Brand Platform.

A Brand Platform is the framework of the visual and idealogical features of your brand. It’s all of the work that needs to be strategically done before your marketing can be successful. It’s much, much more than a cool logo and a catchy tagline.

The framework of a Brand Platform is includes brand positioning, archetype, voice, attributes, pillars, promise statement, differentiators, ideal consumers, visual identity, tagline, and the brand story.

WHY IS A GREAT BRAND IMPORTANT TO YOUR BUSINESS?

People make purchasing decisions based on emotion—how a product or service makes them feel. That emotional connection is driven by effective marketing. And the most impactful marketing is built on a solid brand platform.

A brand platform is built around a business's vision and purpose, guiding marketers to understand the ideal client and how the brand can authentically engage and connect with them.

It also enhances the customer journey by identifying key moments where the brand can engage, foster connections, evoke emotions throughout the entire buying experience, and nurture the relationship long after the initial purchase.