“Brand: Is not logo, not what it looks like when I look at your product. A Brand is a shortcut, it’s a shortcut for all the expectations I have for what you’re about to do for me. It’s a shortcut for trust, for promises, for conversations. A brand that’s worth something, is worth something either because you can sell more of it or make more of a profit for each one you sell. That’s it. If you can’t sell more, or can’t get a premium, you don’t have a brand. Cause people aren’t showing up investing their emotion in what it is you sell.” Seth Godin
Many people will have a very simplistic notion of what a ‘brand’ is. Some people may think that a brand is merely a logo or a tagline. Yes, these elements do play a very key role in how a customer recognises a product and/or service. However, these are not the be-all-and-end-all of what a brand actually is. And it is the task of the brand manager to make sure that the brand is managed correctly.
What is a brand?
A brand does indeed consist of what a product and/or service looks like. However, a brand is also about the feelings and associations that a customer has about the particular product and/or service that the product covers. Let’s take McDonald’s, as an example. Yes, the golden arches are an iconic symbol of this fast-food chain. However, the McDonalds brand also consists of what its customers think about the brand and why – when they want a particular food – the first place that they think of is McDonald’s.
A brand manager protects a brand’s reputation
A brand is nothing unless it can maintain – in the minds of their customers – the reputation that they will deliver on the promises that they make to their target audience. If the customers begin to feel that the company is no longer delivering on the services that they promise to offer, they will soon go elsewhere. And, it’s very likely that once this happens that the customers will stay here depending on whether your competitor ends up impressing them and meeting their needs.