What is a brand and why you should care about it

“Products are made in the factory; brands are created in the mind.”

Walter Landor

So, you think you have a brand. You know the exact words you would associate with it. You use your logo across all your communications. So, that’s it. You have a brand.

Well, let me tell you that you are wrong. Your brand is not just one aspect of your product or your organization. It’s a combination of factors that create an experience, that experience creates a perception over time and that is your brand.

A brand is not what you think about your products or what you say about them.

A brand is:

how clients, prospects and even competitors make connections and associations to your work; the set of ideas, values and feelings that come to their mind when they think about their experience with your products; and all the characteristics that make you stand out and be recognized as you.

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