Gina Dunn
Brand Strategist

Gina Dunn

Brand Strategist

[Infographic] What is a brand, anyway?10 min read

Have you ever wondered… WHAT A BRAND IS? I hear this so much in my business.

Many people think that a brand is a…
… logo
… design
… tagline
… website
.. color palette

It makes me want to cry sometimes.

You know what? A brand is WAY bigger than a logo, a color scheme, or a website.

Your brand is the ENTIRE EXISTENCE OF YOU.

History of Branding

Let’s take a  brief historical look at branding, friends!

The term “brand” first came out in the late 1880’s as a way for farmers to recognize their cattle. By the end of the century, bundled merchandise like Coca-Cola bottles began taking off. Branding was used as a strategy to differentiate companies from generic rivalry.

But as brands advanced, advertisers and marketers acknowledged there was more to the image of Coca-Cola than just an unusual brand name at the time.

David Ogilvy, also known as the “Father of Advertising,” characterized a brand as”the intangible sum of a product’s attributes”.

On the other hand, the Dictionary of Brand defines the word brand as “a man’s perception of a product, service, experience, or organization.”

So, what is a brand, really?

 

BRAND DOES NOT EQUAL BRANDING – IT’S SO MUCH MORE!

Don’t get me wrong, though. All of those things I listed earlier are important to your brand identity and how you live your brand – but they come AFTER your brand foundation.

Your logo and tagline are just some of your symbols but not the whole you. A brand is your foundation, the strategy behind your logo.

It’s when a person asks you “I want my family to go a magical place.”, you immediately think of Disney.

 

Now back to the question, what is a brand?

A brand is the emotional connection people have with your business. It expresses your core business beliefs and business goals.

Your brand is the personality your business has and it transcends being a logo or any of the things people usually mention.

That, my friends, is why you need to get your strategy right before anything else.

 

Your Cake, errrr Foundation

Think of it this way, you wouldn’t ice a cake before you bake it, would you?

That’s the thing with your brand. That base (the cake), that strategy, is at the core of every business decision you make.

 

Longevity

A brand that follows strategy is consistent and can stand the test of time.

That’s another reason why a brand can’t be just a logo, a design or a website. A logo may change, a design can be modified, and a website will be revamped from time to time but it doesn’t change the core idea behind the brand.

Your core idea only changes when your strategy changes.

Back to the cake analogy, a vanilla cake won’t suddenly become a chocolate cake just because you changed the icing, right?

So, take the time to focus on getting your brand strategy right… RIGHT NOW.

 

Ready to Manifest Your Brand?

It’s not about having a fancy logo or bright catchy-colored website. It’s about getting the foundation right and then manifesting the branding elements that properly reflect your brand strategy and foundation.

This is why I always say Strategy First. Design Second.  

It’s literally the core of my beliefs.

Want to learn more? I’ve created a handy infographic about why YOUR BRAND MATTERS. Grab it below.

WHO AM I? 

I am a brand strategist and my mission is to help business owners all over the world to break through their business barriers and realize their brand potential, sometimes for the very first time.

Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas - get it here.