'We Brand B R A N D S'

A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

Brands are often expressed in the form of logos, graphic representations of the brand. The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised. Language is supposed to illuminate meaning, but it doesn’t always work that way.  As usage evolves, definitions become unmoored, and different people start using the same word to mean entirely different things. I think “brand” is one of those words that is widely used but unevenly understood.  What does “brand” mean, and how has the word’s application changed over time?

The first definition of “brand” is the name given to a product or service from a specific source.  Used in this sense, “brand” is similar to the current meaning of the word “trademark.” A brand is who you are. It is the core value of your  business offer and a promise to your customers of the value they should expect. It is the sum of all the experiences someone has with your business. It is what you live and deliver every day.