What is a brand anyway? 15:54 on Sunday
Branding. I’ve bumped on the word quite a bit in the last weeks, so I dug up my old draft post about brands and what the word means to me. Before publishing this post, I read some more and bumped on this book review, which basically says the same thing, only better.
Screw branding theory, for me branding is all the activities done to influence the image a person has about a company or a product. A brand is…
- the gut feeling, an individual view, a mental representation
- the connected associations
- a visual image, forced upon the person by careful selection of still and moving graphic elements, used in every possible event your path crosses with the product/company’s path
- the connotations of words, colors and forms used by the brand, as filtered through the person’s cultural background
- user/customer experience, the sum of past interactions with the branded company/product as remembered by the person
- reputation, in effect the collective user experiences of others as communicated to the person
For me, brand is quite a nice and descriptive word.
Which does in no way make it any easier to have a fruitful discussion about brands. A discussion always needs to start with everybody agreeing on the definition of “brands”. Often this agreement is impossible to come to, thus making brand conversation (feel) pointless.
But personally, I like “brand”. It’s a good word to use when talking to yourself.
Sites that influenced this post: