I've been busy in the background getting ready to re-launch BrandingBlog with a distinct focus on small business. Today, my good friend and colleague, Craig Arthur sent a classic Roy Williams piece as part of his brilliant Wizard Chronicles email. (You really should subscribe.)
In essence, I'm building a year's worth of content around this paragraph.
Branding is much more than name recognition, a color scheme, a logo and a slogan. Brand essence is the complex mental image summoned by a name, even when that name is heard only silently in the mind. (Unlike a mere visual image, a mental image is a complex composite of sight, sound, smell, taste, touch, opinion and mood.) Brand essence is everything a brand stands for in the heart of the customer.
What does your brand stand for in the heart of your customer?
Stay tuned.
In my view in essence all communication that you do as a company is branding/marketing communication and should be handled as such.
Posted by: ID Dept | May 25, 2009 at 09:13 AM
Thanks for the tip. Roy writes an impressive analysis of what a brand really stands for. Even marketing professionals sometimes overlook the far-reaching effects of a strong brand.
Posted by: Brand Believer | November 18, 2008 at 12:14 AM
Excellent summary of what a brand is!
Posted by: Laura MacPherson | September 26, 2008 at 01:16 PM