Define : BRAND
Boundless Design’s definition : A BRAND is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no BRAND value exists for that consumer.
A BRAND used to be something else. It used to be a logo or a design or a wrapper. Today, that’s a shadow of the BRAND, something that might mark the BRAND’s existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer rattling on about texture to make a BRAND. If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no BRAND, at least not for you. Design is essential but design is not BRAND.
BD lays out what we see as the 4 realities of BRANDING :
- BRANDING is not a part of the business, it is the business.
- A BRAND is about experiences, not logos and taglines.
- Little things that you do consistently are much more important than the big things you say.
- A BRAND strategy is the single most important differentiator between a good company and a great company.
The average person is only capable of keeping 3 -5 brands per category in their memory. Think Repetition!
“Out of sight, out of mind” continues to be a marketing reality, and those companies cutting back on their marketing efforts are creating an opportunity for those who are increasing their efforts. Now is the time to rise — 2010.
