Not everyone understands what a brand is or has another idea about what a it is. We define a it as a unique message about who you are and what you stand for.
We’ve written a lot about this subject, but haven’t spent as much time on what a brand is not. Let’s take a couple minutes to dispel some of the misconceptions.
This one is confusing, because you often hear the term ‘brand-name’ but let’s break that down. A name is important, but it’s not your company. A brand is what people think of when they think about your company. For example, when people say, “I want a brand name shirt,” what they mean is they want a shirt made by a company with a name I trust because of their company. That brand could be quality or durable or high end.
It’s not a company, but a visual way to identify a company, person or product. People see an image or wordmark that stands for your company and they can connect the dots, but without a company message behind it, a logo is just some fancy writing.
Now we’re getting closer. A tagline, catchphrase or slogan is closer to a brand, but still not quite there. This is a great way to distill a brand into a word or short phrase to share with your audience to explain who you are.
A website, ad, Facebook page, Twitter account, merchandise line or anything else
These are all great examples of touchpoints. Like the above, they are ways to communicate something about your business, but without a core brand established, these touchpoints are at best misaligned and at worst meaningless.
Brand first, then go. It’s the best way to create a meaningful impact for a business or person. Don’t settle for a slick logo or tagline. Find out who you are and what you stand for before moving onto creating those touchpoints.