The brand of the people

What is a brand?

If someone asked you to explain the concept of a brand, could you do so simply and comprehensibly?

Here are two definitions I like:

A brand is the sum of all the associations, feelings, attitudes and perceptions that people have related to the tangible and intangible characteristics of a company, product or service.

Brandeo, an online marketing resource

What’s striking about the Brandeo definition is it doesn’t incorporate any assets, like the logo, colors, shapes, tastes, and other sensory drive attributes of a company, product or service, in the equation.

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

Seth Godin, marketing guru and accomplished author

The consumer decision to choose. That’s powerful. And it underscores that while company executives, product marketers and creatives are stewards and ambassadors of a brand, the consumer holds its fate in their hands.

Those in charge of a brand, therefore, must take care to be honorable and honest. Ensure that the brand story reflects the consumer experience and that experience is always positive.

Power to the people!

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