What is a brand ?

what is brand

A very simple question that has already been answered a thousand times. 

The question is, what else will I bring to the story? 

You might be surprised…

But before we get into the nitty-gritty, let’s face it, the term brand is rather nebulous for a large part of the population. 

Ask 10 or 50 people to define what a brand is, and the answers will all be different. 

One thing we can be sure of, however, is that the notion of a brand is nowadays primarily a marketing concept.

But is this really the case? 

The traditional image of a brand

If you get close to people who talk about brands, you will soon realise that they are perceived as :

  • a logo 
  • a product
  • a value
  • a promise
  • a colour
  • a personality

But a brand is neither : 

  • a logo
  • a product
  • a value
  • a promise
  • a colour
  • a personality

So these answers are far from being wrong because they also concern the brand. But they are only physical, aesthetic and psychological attributes that feed it. 

In other words, the traditional conception of branding is what we say about our company, our products or our services.

So what is a brand? 

The brand is deeper than that. It is a sensation, a feeling or even an intuition about a product, a service or a person. 

Your brand should not be summed up by what you can say about it but by what others have to say about it. 

And it is from this perception that you can start to work on your branding. 

Because branding is the action of influencing the perception, the « feeling », of a public with regard to a product, a service or a person. 

From precisely : 

  • a logo
  • a product
  • a value
  • a promise
  • a colour
  • a personality

The first thing to do before working on your brand aura is to know what it is. This is now done. All that remains is to work on the attributes of your brand in a complete strategy combining aesthetics, content and social representation. 

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