A brand is really a promise. You know what you’re going to get with a well-branded product. Brands with well-established promises include:
Nordstrom: Great customer service
McDonald’s: Fast, inexpensive and good food (especially the fries)
Volvo: Safe and comfortable
Apple: Creative and cool. “Think Different”
Hallmark Cards “… you … send the very best”.
A brand is more than its logo or colors. It’s about how your customers feel about your company, what they think about when they see your name.
We’ve had several companies ask us to help them create a brand. When we ask questions about unique selling proposition (USP) or why people like their business over their competitors’, they look at us with blank stares, wondering, “What does that have to do with my brand?”.
In their minds a brand is their color scheme and all the aesthetics of the brand. That’s only a part of it.
For more details on how to create a great brand take a look my recent Forbes article, “Why A Brand Matters”.