What is a brand?

^{What is a brand?}

   ^{When trying to describe a concept without using canonical definitions, a brand is a complete expression of an entity (company, product, person, etc.) that is communicated to the public to create a rational and emotional experience.} 

   ^{This means that everything that interacts with the public is a brand, so it includes:}

   ^{Company visual form (name, logo, color, identity).}

   ^{User experience of any product (interaction design, visual design, industrial design, packaging, ...)}

   ^{Any employee interaction with people at any level of hierarchy}

   ^{Customer support (speed, friendliness, efficiency, ...)}

   ^{Discussions arose on both traditional and social media}

   ^{These "points of contact" (and perhaps the ones I've forgotten) all have the potential to create an experience and a rational and emotional response in customers and non-users alike.}

    ^{It is very difficult to define, because it is so broad and without any single, simple thing called "brand" and it creates a lot of consequences (perception, emotions, money, belief, etc.).}

   ^{Despite common sense, the logo is a symbol that synthesizes all factors, but in reality it is the top of the whole mountain that holds the brand.}

   ^{The best brands help to align all these factors and communicate value. It happens at all levels and hence "brand change" is not just a surface change but an operation with a whole public identity (company, individual or product) with a really in-depth operation in change management. However, don’t forget that surface change can be the trigger to initiate such a change, because the brand affects not only the people but also everyone who works inside.}

    ^{Some points from my point of view:}

    ^{"Gut feeling" is not a brand. Gut feeling is what creates the brand, not the brand (you cannot "design" the gut feeling).}

    ^{A brand usually has a short definition that includes a logo, typeface and style guide. This is only the visible part of the brand, it is very important, but it is not everything.}

    ^{If you Google "brand definition" you will only get forty-three different attempts on the first page of search results. While there are many competing myths about what a brand is, it is easy to say what a brand is: a brand is not a logo. Brand is not a name. A brand is not a trademark, symbol or jingle. Yes, these factors affect the brand, but the brand has all these and more.}

   ^{To understand what a brand is, you must first understand that your brand does not exist in your marketing department, in your public relations team, or in your CEO's office. The brand is only in the minds of your customers. Simply put, the overall brand of all customer impressions is based on every interaction they make with you, your company and your products. Each of these interactions tells the story to your customers. If your customer believes the product is new and innovative, those qualities will become part of your brand in that customer mind. If your packaging is beautifully displayed, they can make your brand look sophisticated or aristocratic. On the other hand, if your service is poor, customers may think you are stubborn or rude. If your print material is made in MS Paint‌, you can look cheap and enthusiastic.}