Everyone Has A Brand

Let's face it... we use the word "Brand" all of the time. We talk of brands we like, as well as the ones we do not like. Successful organizations have established valuable brand equity and a strong brand name. Think about people's loyalty to Nike's Just Do It campaign or Apple's iPhone campaign (There's an APP for that.) These entire campaigns are centered on making the customer personally identify themselves with that brand. This is the future of marketing. The goal is to make the customer feel a connection the BRAND. This is where the "magic" begins to unfold.

Building a strong, recognizable and consistent brand takes time, effort and commitment. The hard work pays off and creates something referred to as brand loyalty. Brand loyalty is one of the most valuable assets any organization can own. A brand can be referred to as the sum total of key ideas, emotions, and perceptions that are communicated to your stakeholders and associated with your organization's work.

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A brand then can be called the "shorthand" for the identifying characteristics retained and recalled when an audience thinks about their experience with your organization. To help simplify this subject, I have come up with an acronym that can help us better understand and examine the subject of a brand.

A BRAND can be considered the Barometer reading of one's Reputation, Attributes, Name, and Distinctiveness.

So the question is not if you have a brand or not, because all persons and organizations have a brand. Instead the question is: What do you do with your brand? In short, your brand is not defined by what you say it is but is characterized by what others say it is.

When thinking more deeply about your brand, you must first determine what your brand is all about. Obtaining feedback from those around you is a great place to start. Make sure to get feedback from those close to you as well as those who are more removed from you.

With this information, you can begin to determine the ways you want to purposefully grow, change, re-frame, promote, and strengthen your current brand position. So, how do you define your brand? Remember - we all have one and there is no better time than now to address your brand.

Everyone Has A Brand