chris tion, - Heart Of Your Business

  • What a Brand is vs What a Brand is not

    A brand is not a logo.

    A brand is not a product (in a lot of contexts it is used interchangeably with a product). Albeit, it finds expression in any of these two forms; but a brand is much more than a logo or a product.  According to branding expert and famous author Allen Adamson, a brand is “something that lives in your head. It is a promise that links a product or service to a consumer. Whether words, or images, or emotions, or any combination of the three, brands are mental associations that get stirred up when you think about or hear about a particular car or camera, watch, pair of jeans, bank, beverage, TV network, organization, celebrity, or even country.” It is the feeling a person has about a product, service, or company.

    These means brands are defined by people. Not by companies, marketing departments, advertising agencies, or CEOs. A brand is not what you say it is. It is what they say it is.


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