BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT OR A COMPANY!

It’s a person’s gut feeling, because in the end the brand is defined by individuals, not by companies, markets, or the so-called general public. It’s a GUT FEELING because people are emotional, intuitive beings.

Each person creates his or her own version of it. While companies can’t control this process, they can influence it by communicating the qualities that make this product different than that product. When enough individuals arrive at the same gut feeling, a company can be said to have a brand..

“A brand is not what YOU say it is, It’s what they say it is” _ MARTY NEUMEIER

When enough individuals arrive at the same gut feeling, a company can be said to have a brand.

A brand is an approximate – yet distinct – understanding of a product, service, or company. to compare a brand with its competitors, we only need to know what makes it different. Brand management is the management of differences, not as they exist on data sheets, but as they exist in the minds of people.

A company can create a brand image (and pay lots of money to do so), but that’s not the same as a brand. Every person who interacts with the outside world on behalf of your company (from the sales people to customer service to social media managers) makes decisions every day that help or hinder the brand 

To build a brand and make it gradually influence the public to see it your way, you need to answer these three questions

• Who are you?
• What do you do?
• Why does it matter?