There are as many definitions of “brand” as there are brands. Here’s mine. A brand is the accumulation of the qualities, characteristics and quirks that consumers most immediately associate with you. You can define your brand all you want, but ultimately, it’s each individual consumer who decides what it all means.
That’s why it’s essential to work from the inside-out when developing or refining your brand … to identify and leverage the actual, authentic consumer insights that inform your business sector, and ensure that you have a brand that can address them.
That’s the approach I take when considering any aspect of brand definition – from naming products to developing logos to creating taglines. This has included:
- Creating of an entirely new way of looking at banking, created for the dear, departed Norwest Bank.
- Launching of the first-ever co-branded Visa cards for Bloomingdale’s and other Federated Department store
- Ensuring the unparalleled trust evoked by USAA flowed through every customer touch point.
- Creating of a comprehensive sub-brand for all of Capital One’s small business products and offerings
For an assessment of your current brand, please contact me.