A Brand is More Than a Product (Smart Monday/Positioning)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Before we begin today I want to remind you that we have a LinkedIn Group for Once a Day Marketing.  If you are a small business or entrepreneur looking for branding and marketing support I recommend you join the group.  If you are a branding and marketing expert I would like to invite you to join the group as well and share your knowledge with small companies.

Today we are going to talk about the misconception of what comprises a brand.

I frequently lecture on the subject of branding and have found that many people don’t have a clear understanding of what a brand is.  Many think the brand is a product.  They think about the qualities or attributes of the product and its uses and conclude that is the brand.  On the other side of the continuum others think a brand is a symbol like a logo or a slogan.

For those that think the brand is the product, well, they are correct.  Those who think a brand is a logo or a slogan are also correct.  However, a brand is much more than that.  It’s also the personality of the company, the emotion it invokes and the implied benefits of the product as well as the brand-customer relationship.  In reality, a brand is simply everything related to a company and its products.

As you are developing your brand keep these aspects in mind to ensure you are considering all of the factors that will truly become your brand.

That concludes Smart Monday.  Join us tomorrow for Strategic Tuesday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.