What is a Brand? A Definition:
What exactly is a brand? It's a question that has confounded the academics for decades and eluded the most erudite of scholars. So, coming from the trenches of the real world of branding, we've defined the term and given it a comprehensive meaning.
"A brand is a product or service with a unique mark, symbol or logo that has a defined set of attributes and characteristics which create a unique experience for the consumer/user. "© - Copyright 2005
A brand consists of eight (8) basic building blocks:
- The Name
- The Logo (brand icon)
- The Brand's Colors
- The Slogan and Brand Messaging
- The Sound of the Brand
- The Overall Look and Feel = The Brand’s Position
- Packaging the Brand
- The Brand Experience
A Brand is the greater sum of its parts. It is always more than just the nuts and bolts, the pieces; great brands are always the result of the whole equaling more than the sum of its parts.
Evaluate your brand on each of the brand building blocks and score yourself on a scale of 1-10, with 10 being really good. Anything less than a 75 indicates that you have development work to do. We'll talk more about each building block in our next e-mails.
At North Star Marketing, we build brands. Call us if you need help.
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing
