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?
Excellent summary of what a brand is!
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.
In my view in essence all communication that you do as a company is branding/marketing communication and should be handled as such.