A brand is not a veneer you apply to make a business (or product or service or idea) appealing to its intended audience. Instead, a brand begins to exist when a business has something to offer to the world, values, services, or products. From there, the brand’s work is to articulate those unique attributes and strive to communicate them in the right way, and to the right people. Even so, a brand is not what a business says it is. It’s what the consumer ends up perceiving it to be.
“Given the right tools, a brand is like a person with good communication and adaptation skills.”
Brands need friends, or a support system and, again, it comes back to people. Everyone who plans, writes, designs, or thinks about the brand is responsible for making sure that its values remain intact and understandable to its constituents. All communications (printed, online, PR) and experiences (retail, tradeshow, customer support, even email and phone conversations) must manifest brand values.
A group of people with a clear understanding of the brand can create great work—easily. Decisions are made and materials come together readily when everyone on the team internalizes the brand (drinks the Kool-aid) and collaborates to give it form. The process itself energizes and inspires people and, in doing so, insures excellent results.