What does your brand stand for? When we are starting out, we have no brand. So setting down what you want your brand to stand for is a foundation to how you will be perceived by employees, customers, investors and all others that your company touches. I know you don’t see how brand pays the bills, but setting out who you are in the eyes of your constituents can set the tone for the things that do pay the bills. 

“A brand is a collection of thoughts and feelings that reflects your experience with it.” 

A brand is not a name, trademark, logo, package or product. A brand is a collection of thoughts and feelings that reflects your experience with it. These are intangible factors that you cannot touch or smell. How do brands make you feel?

• Harley Davidson. Riding a Harley Davidson feels liberating.
• Federal Express. Delivering a package via FedEx feels safe.
• Disney. Experiencing Disney World with your children feels magical.

People make decisions based more on how they feel than they do on how something logically fits with their needs. Brands compete on their intangible qualities. A strong brand is cost effective, foundational for new launches, an ideal partner for co-branding opportunities, and a barrier to competition

And everyone in the organization is a reflection of the brand. A brand will not be strong unless everyone in the organization embraces branding as a core function. Every strong brand stands for one differentiating attribute. The ultimate goal of branding is loyalty. A loyal following seeks more brand experiences and recommends the brand to others. Unlike branding, promotional strategies are centered on pricing strategies and short-term results.