When you ask people what they think a brand is you will hear many different responses, including: a logo, a tagline, our product, our colors, etc. All of these are correct to an extent, but not exactly correct. The American Marketing Association defines a brand as a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”
The important piece of this definition is “that identifies one seller’s good or service as distinct from those of sellers”. Therefore, a brand is something(s) that encompasses what your company offers that differentiates it from its competitors. It may require a logo, tagline, colors and reputation to convey your brand clearly. When branding an external communication it is important to remember all of these individual pieces that make up your brand. Not just simply your logo. For example, when a marketing communication is sent from company ABC it always includes the company logo, applicable product logo, and customer support information. In this case, ABC company’s innovative products and customer support are what set them apart from their competitors.
Including your branding elements in all of your communications helps your readers, prospects and customers to identify what you stand for and what they can expect from you. When you ask your customers what ABC Company brings to mind, their response is a good indicator of how well you are doing in conveying your brand. This is an important litmus test to perform often.
Below is an example of one client’s marketing where their brand image was carried throughout all of the communications.