What Is A Brand?

What Is A Brand?

Given the Internet is full of folks offering their take on what a brand is and how it delivers value to the entity, this is a slightly belabored topic.

Just consider this post to be a quick thought on an often argued definition of a word, and a construct I use that simplifies it and helps me take action to my work each and every day.

BRAND = Promise + Delivery

It isn't a noun. It isn't something you build. And it is not something that is now "in the hands of consumers."

It is simply the net result of two things you can dictate:

Promise: Everybody makes a promise of some kind. When you do, it sets an expectation to the people you've made it to. These work best when rooted in an honest foundation.

Delivery: When you deliver on the expectation, you reinforce who you are, what you are about, etc. which helps establish future recurrence(s).

Examples of the above at work.

1) When I married my wife I promised to be me, and remain as a loving, doting, etc etc. husband. It is my role to continue to make that happen, each and every day. If that doesn't happen, the perception of me from my partner changes.

2) My gym offers a promise of a healthy life. It then provides all the tools, services etc. they believe I need to get there and continues to deliver on all of those elements. Clean towels, available machines and an upkeep on equipment available all serve as continued delivery of the promise they have made to me. If that slips, it changes.

3) My neighborhood HOA does everything they can to hold community property value at the level we all expect, and go to bat for my neighbors and I every day to keep that up through maintenance, policy and enforcement of rules, etc.

There are a million examples. All I am getting at is that in life we surround ourselves with people, items and materials that have made promises to us, and their role is to continue to do everything they can to consistently deliver (operationally / personally) throughout the experience chain.

Perhaps this simplified view can help you find a purpose and then determine what you need to do to bring that to bear each and every single day. Personally AND professionally.

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Jeff Reckseidler is a growth and distribution lead at tuuk (http://tuuk.me)

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