A brand is not:
- a trade mark – these are leagal properties
- a mission statement – this is a reminder
- a logo or a slogan – these are your signatures
- a product or a service – these are just the tangibles
- advertising – they deliver your messages
A brand is:
- Point of view – branding is a strategic point of view, not a select set of marketing activities
- Customer value – branding is central to creating customer value, not just sound bites and images
- Competitive advantage – branding is key tool for creating and sustaining competitive advantage
- Engineered – brand strategies must be “engineering” into the strategic planning process
- Alive – brands get their identity from meanings. Products and services are the blood of a brand. Your organizational culture and standards for action are the heartbeat.
- Logic and emotion – branding is part science and part art