What is a brand?

It is a particular and unique construct that creates, communicates and sustains value for all its stakeholders through its products and/ or service.

As competition creates infinite choices, companies look for ways to connect emotionally with customers. How a brand is perceived affects its success, regardless of whether it’s a start-up, a nonprofit, or a product.

A brand is a person’s gut feeling about a product, service, or company. - Marty Neumeier, The Brand Gap

A brand has 3 primary functions:

1 : Navigation - help consumers choose from an array of choices

2 : Reassurance - communicate the intrinsic quality of the product or service

3 : Engagement - use distinctive imagery, language, and associations to encourage customers to identify with the brand. - David Haigh, CEO, Brand Finance

Goal of a brand: Become irreplaceable, and create lifelong relationships with its target audience.

So, what makes a good brand?

- A Clear focus

- Understands their target audience

- A defined mission

- Stays updated with their competition

- Identify their key value clearly

- A brand identity that is reflective of these goals, and does all of this consistently.

So, to wrap it up.

A brands purpose to connect a business with humans.

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