Darwin Presentation - What is a Brand

BRANDING, DESIGN & MARKETING
At one level a brand is a product or
service with a name.

What is a Brand?

A “brand” can be a company, product,
service, utility, charity, football team and
even a government initiative.

A brand is composed of many different
elements, all of which have a combined
effect on consumers.

These elements include: logo,
publicity, website, collateral,
packaging, adverts, business card,
signage and vehicle livery.

But in reality it includes any point
of contact between a company,
its customers and any other
interested parties:

Staff behaviour and their telephone
manner, the way staff deliver a service,
the company’s written style, its facilities
(i.e. buildings and other customer facing
space), even the coffee it serves!

Basically, everything it is, does, says
and how it looks.

At one level a brand is quite simply
a product or service with a name.

Branding is principally the process of
attaching a name and a reputation to
something or someone.

Perception is reality.

And perception starts with the eye.

A prospects’ perception of a brand is fluid
– a mental image that is updated every
time they come into contact with it.

Therefore, it needs to be managed.

Managing a brand is about positively
influencing the way consumers think
about a company, the values they
associate with it, and the quality of
that feeling.

When a prospect needs a problem
solved, something fixed, or a product
delivered it is the brand (the mental
image) that makes them choose a
particular company on each occasion.

It acts as a ‘short-hand’ for features,
benefits, performance, quality, service
support, and the values that the
brand possesses.

The brand can be viewed as a product,
a personality, a set of values and the
position it occupies in people’s minds.
It is everything the company wants the
brand to be seen as.

Every organisation has “consumers”
of some kind.

As consumers in a consumer society we
use brands everyday to help us define
our values, our lifestyles and our goals.

It’s a fact that products that are
well branded sell better than
those that aren’t.

The exact same is true of companies.

The stronger the brand, the more
people listen.

The stronger the brand, the greater
the profit margin.

People form relationships with brands.
They don’t choose companies. They
choose brands.

People pay more for known brands
than lesser known brands even
though the service, product and
experience may be exactly the same,
the brands are clearly different.

Businesses of all shapes and sizes
outperform their competitors when
their brands connect with people.

Branding helps connect the people
who want to buy with the people
who want to sell.

At one level a brand is a product or
service with a name.
If you are looking to sell more
products or services, increase your
share of the market, grow your
business or even sell your business,
then first and foremost your prospects
need to know that you exist.

It’s no longer about being in the right place
at the right time. In todays’ information rich
society, it’s about being in all the right
places, all of the time.

That’s where branding comes in.

Good branding enhances prospects’
familiarity and comfort level with your
products or services and that makes
them far more likely to purchase.

A strong brand can deliver
customers and profits.

In todays’ competitive business
environment, effective branding has
never been more important.

Now go and build your brand!

email: hello@darwinbrandconsultants.com
www.darwinbrandconsultants.com

Darwin Presentation - What is a Brand

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