With brand defined here, let’s revisit the cut to the chase definition of branding.

Rather than the often bewildering definitions and schematics offered by design shops, ad agencies and PR firms, the answer is much simpler, and essential to grasp. For any organization, product or place, branding is all about:

Defining why you are, so that you become the only logical choice for what you offer.

It is an organizing principle to demonstrate why you matter in a competitive marketplace.

Talk with us when ready to learn more.

[More posts about Branding Definition | More posts about Brand Definition | More posts about Laws Of Branding | More posts about Brand Strategy | More posts about Own The Conversation® Strategy | More blogs about Branding Definitions]

With brand defined here, what is the cut to the chase definition of branding?

Rather than the often bewildering definitions offered by ad agencies and PR firms, the answer is much simpler, and essential to grasp. For any product, place or organization brand, branding is:

Defining why you are, so that you become the only logical choice for what you offer.

Talk with us when ready to learn more.

[More posts about Branding Definition | More posts about Brand Definition | More posts about Laws Of Branding | More posts about Brand Strategy | More posts about Own The Conversation® Strategy | More posts about Brand Simplicity | More blogs about Branding Definitions]

Courtesy of our friend in South Africa, the following from the book Zag, an accurate demonstration of the differences between marketing, public relations, advertising and branding:

The book includes two additional panels in this series. In one labeled “Telemarketing” the woman answers a phone to hear the man as telemarketer say “I’m a great lover.” The other is labeled “Graphic Design,” in which the image of a heart floats above the man’s head, illustrating that a logo is not a brand.

[More posts about Branding vs Advertising | More posts about Branding vs Public Relations | More posts about Brand Strategy | More blogs about Branding vs Advertising]

The word brand has been defined here previously. When we find variations on this theme from others, we share them on these pages.

Such is the case in a column appearing recently in Brandweek, also offering a definition of brand:

A brand is a promise. A business’s pledge to the world that it will do a series of things and do them very well.

Read more about this definition and the excellent examples discussed by the author at this link.

[More posts about Brand Definitions | More posts about Brand Promise | More posts about Laws Of Branding | More posts about Brand Strategy | More blogs about Brand Definitions]

When attempting to unite a series of brands within a single message, an umbrella brand strategy is one way to get your consumer, audience, or constituency to make you their first choice.

An umbrella brand is a high altitude articulation of difference and benefits with several sub-conversations captured beneath. It unites a series of sub-brands with one voice, leaving room for each sub-brand to engage in sub-conversations relevant to more precisely targeted markets, through use of different products, communication channels, and promotional means.

As with all effective brand strategy, umbrella brands require a single message, an expression of a common sense benefit grounded in human emotion opening the way to own the conversation within a business category.

Umbrella brands abound in business; examples include Virgin, Kellogg’s, Apple, and location brands such as Japan, Manitoba, and St. Louis.

For example, an umbrella brand strategy will assist a nonprofit organization seeking to unite diverse local affiliate needs with a national headquarters operation, by allowing room for each affiliate to share a national brand promise while demonstrating brand relevancy to their own local markets.

Picture your nonprofit [or for-profit] organization communicating a clear, emotionally-engaging message, elevating the organization into the national consciousness. You could extend your benefits delivery, increase your resource base, and further your market penetration. Ask us about how we can help you turn this vision into a reality.

[More posts about Brand Promise | More posts about Brand Relevance | More posts about Umbrella Brand Strategy | More posts about Nonprofit Organization Branding | More posts about Umbrella Branding | More blogs about Umbrella Brand Strategy]

A column from InfoWorld offers tough love to corporate types overly focused on negative reports of their organization posted on blogs or other social media:

Your company shouldn’t just be figuring out how to manage negative media coverage now that social media is here to nail your corporate hide to the wall and make sure you deliver on your brand promise.

Whether a hospital, apparel retailer, or restaurant chain, the reality is organizations have always been the topic of negative statements. The emergence of blogs and other social media applications now permit such negativity to be documented.

What is social media? In contrast to traditional media, social media is any communications format in which users publish the content. In addition to blogs, examples include YouTube (video sharing), Facebook (social networking), Wikipedia (reference), and Flickr (photo sharing).

In today’s culture, social media create a greater accountability for organizations and their brands than ever before.

For the responsible organization, blogs and other forms of social media can be made to work for you if your organization understands the benefits of transparency. To be successful at it requires a greater emphasis on finding your brand, truly understanding it, and delivering on the promise of your brand every day.

As the Business Week cover also suggests, organizations can no longer afford to be brand slackers when it comes to blogs and other social media. To manage your organization’s social media presence — and you will have a presence whether you like it or not — finding and living your brand is the secret.

[More posts about Social Media | More posts about Brand Promise | More posts about Brand Strategy | More posts about Blog Strategy | More posts about Social Media Strategy | More posts about Pop Culture | More blogs about Social Media]

We came across an interesting series of columns appearing in Realty Times, an online news site directed to the real estate industry. Although for real estate professionals, the columns offer a street level tutorial on branding of application to organization leaders in any industry, including these gems:

Marketing is not branding

Marketing is not branding.

These two concepts are easily and often confused, but they are not the same. Sending out direct mail and placing ads in the newspaper…are all examples of marketing. Marketing is about a quick response. You are sending out direct mail or placing a classified ad because you want people to act on your product…

Branding, by contrast, is…designed to pre-sell you to your customers.

Public Relations is not Branding

Organizations often undertake a “branding” process, yet the outcome closely resembles a public relations face-lift. Why does this occur? One possibility might be the framework that guides the process. Another may simply be the viewpoint of the agency, or consultant, employed. In any case, valuable dollars are spent each year on brand strategy endeavors and frequently, the outcome does not yield the tangible results organizations are seeking.

Brand Promise

Branding is about your promise to your customers - what service will you provide that no other…can or will?

When developing your brand, review it by asking yourself, “What does this promise to my customers?” If it promises nothing, it’s time to get back to the drawing board…

Your marketing and advertising dollars should reflect your brand…its promise and your target.

The Best Brand Strategies Last

[T]he best brands stand the test of time. Ideally your brand should remain the same. Think about package brands you know. Coca Cola, Ford Motor Company, McDonalds-their brands, their logos have remained the same. These are brands that are recognizable whether written in English, Chinese, or Hebrew.

If an organization truly seeks to create, develop and extend a brand, work with an accomplished brand consultancy. Otherwise one is left with an advertising, public relations, or logo design strategy, none of which build brand reputation for the long haul.

[More posts about Real Estate Branding | More posts about Professional Services Branding | More posts about Branding vs Marketing | More posts about Branding vs Advertising | More posts about Branding vs PR | More posts about How To Select A Branding Firm | More posts about Brand Strategy | More blogs about Professional Services Branding]

We like this quote from Thomas Friedman, from his book The World is Flat:

“There is nothing wrong with [a] complicated idea…, but if you want to convey a complicated thought to a mass audience, you have to first condense it into something digestible and believable. Once you grab someone’s attention, you can pour in the details.”

Friedman’s insight points to the power of simplicity in communication. With all of seconds to attract the attention of any audience, Friedman’s is good advice for any organization or product brand seeking to demonstrate relevance in answer to the implicit question asked by any audience — Why do you matter to me?

[More posts about Brand Simplicity | More posts about Thomas Friedman | More posts about Brand Relevance | More posts about Brand Promise | More posts about Brand Strategy | More blogs about Brand Simplicity]

From this story in The Hindu, another definition of brand:

Brand…is…a promise that the brand and its products will meet the expectations generated over time.

Nearly identical to our definition of brand, linked here.

The story, also appearing in The Hindu Business Line, includes this:

Brands provide the basis for differences between apparently similar offers. They play a key role in generating and sustaining the financial performance of a business. In industry where competition is increasing and there is surplus capacity, strong brands help in differentiating products in the market.

Well said.

[More posts about Brand Definitions | More posts about Brand Equity | More posts about Laws Of Branding | More posts about Brand Strategy | More blogs about Brand Definitions]

Addressing the question examined months ago by Business Week, what is the cut to the chase definition of the word brand?

Rather than the often bewildering and verbose definitions offered by trendy ad agencies and PR firms, the answer is much simpler, and essential to grasp:

Your brand is your promise. How you keep it means everything.

We trust Leonardo would be proud.

Talk with us when ready to learn more.