When you think of a brand, what companies spring to mind? Apple, Nike, or Mercedes, perhaps? Many small businesses make the mistake of assuming that brands are for global businesses. But, those organisations wouldn’t have become so large without a strong brand behind them. If you want your business to become the Apple of your industry, you need to invest in a good brand.
Defining a brand is hard
Unfortunately, pinning down a clear definition of a brand is difficult. Depending on what definition you consult, it could be anything from “the intangible sum of a product’s attributes” (David Ogilvy) to “a person’s perception of a product, service, experience, or organization” (The Dictionary of Brand). Even Amazon CEO Jeff Bezos has weighed in, saying that “Your brand is what other people say about you when you’re not in the room.”
What does ring true, however, is that branding is more than simply placing a logo on all your products. It’s creating the feeling that customers get when they interact with your organization. Good branding can increase the value of your company, motivate your employees, and attract new customers.