define: Brand

December 14, 2009  |  Branding
define: Brand

This blurb is from Seth Godin’s Blog post today. It is a terrific explanation about Brand Value. Does your product or service command a premium price because its Brand Value?  To create an outstanding brand you must take a wholistic approach. Your brand is every connection or impression with your consumers. It is the impression they create in THEIR minds about you, your product or service.

Posted by Seth Godin on December 14, 2009

define: Brand

Here’s my definition: 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. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

A brand’s value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.

A brand used to be something else. It used to be a logo or a design or a wrapper. Today, that’s a shadow of the brand, something that might mark the brand’s existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand. If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand, at least not for you.

If you hear a designer say this (believe it or not, I didn’t make this quote up), “A TCHO Chocolate bar, with its algorithmic guilloche patterns, looks like a modern form of currency. “Modern” was always part of the brand brief — no faux traditionalism, but resolutely forward-looking for a new generation of chocolate enthusiasts…” then I wonder if there’s a vocabulary disconnect. 

Design is essential but design is not brand.


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