It is a basic concept but it can also be confusing. Here you'll learn, finally, how to use the term "brand" correctly
There is a lot of confusion surrounding terms like logo, brand image, isotype or branding. That's why many prefer to use "brand" as a generic concept that encompasses everything. But what exactly is a brand and what does it represent? Christian Pacheco (@kimbal) helps us better understand this concept to start using the correct term in each case.
What is a brand?
Its brand is undoubtedly the most valuable asset a company has, more valuable even than the total volume of its business. But it is also much more than its visual representation. A brand has a personality, conveys emotions, feelings, qualities, and values. That is why creating a brand is so important, and why it is essential to know how to communicate the personality of a company or business correctly, succinctly and faithfully.
However, it should also be noted that a brand does not always necessarily represent a product or a service. Some people –like Michael Jordan, Rihanna, or Messi, to name a few examples– or certain lifestyles can also be considered brands.
Values that a brand must meet
For a brand to be properly represented, it must meet three inherent basic objectives:
1. Identify. The brand must communicate a message of existence and be noted: "I am here, I exist and these are my values."
2. Differentiate. One of the main purposes of a brand is to distinguish something from its competition. If all brands of a particular product or service were equal, it would be practically impossible to choose one or the other. With correct branding, we can easily identify each one.
3. Position. Just as it serves to distinguish something from the competition, a brand also creates an image in the mind of the consumer.