What is a Brand?

We have constantly talked about brands, how they are built and strengthened, but we have never stopped to explain what a brand is, what it means to the consumer and why it is so relevant.

In the society of abundance, in people are doomed to chooseBrands reduce uncertainty, they allow us to communicate who we are and perhaps who we want to be. Brands give us confidence and recognition, even in products that we never see (e.g. INTEL PROCESSORS, brake pads or fuel or lubricants). Brands give security.

There are several definitions ranging from the basic to the neuroscientific, which I will develop, from their evolution over time.

A brand is an identifier: It is a name or symbol (such as a logo, trademark, or packaging design) that identifies the goods or services of one or a group of vendors. It is the beginning of the building process but it is not enough to make it strong. It is becoming increasingly difficult for consumers to differentiate packaging and logos; just look at the packaging of supermarkets' own brand products vs. those of manufacturers, which have many similarities, how many buy one product thinking it is another?

A brand is A promise: It is an accurate proposition of quality, service and value, established over time, and demonstrated through repeated use and satisfaction (Jhon Mariotti).

When the name and symbol begin to be positioned in the consumer's mind, they become a promise, since the consumer has expectations about the performance of that brand, either by past experiences, by references from others or by communication. For a brand to grow, it must deliver on its promises. Here it is key not to over-promise in communication.

A brand is an Intangible: It is the sum of all the tangible and intangible characteristics that make your offer unique. (Landor),

When the consumer begins to feel emotions, sensations and feelings that transcend the functional benefit, the brand acquires intangible characteristics that increase its differentiation in the market, reduce the buyer's price orientation and strengthen his loyalty.

A brand is a self-concept: It is what you are. Beauty is in the eye of the beholder. (David R. Rohlander) When the client has assumed the brand as his own, it is already personal, it is the beginning of a long-lasting relationship.

A Brand is A Story: It works as a literary text or any other creative work, building possible worlds, decorated in a specific way. The worlds can change, what remains is the capacity of the brand to generate them (Andrea Semprini). The consumer allows your brand to live in other product and service categories, allows you to grow into other territories.

A brand is a total success: It is a sign of well-being for three brains (Neuro-scientific) The brand satisfies an instinct, generates the appropriate emotions and clearly and justifiably delivers the benefits to be preferred and purchased, almost without thinking why.

In short, the brand is much more than the product or service it represents, without forgetting that great brands have great products.

Think about how you would define your brand today, and where you would like to take it? And remember one of the principles of great brands: They are designed for the long term.