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Your marketing department loves talking about your brand, but unless you’re a seasoned marketer, you probably struggle to grasp the importance of this seemingly abstract topic. So what is a brand? How do you define it, how do you shape it, and why is it important for your business?

Definition - Brand

Listen, it doesn’t matter whether you’re a marketer, salesperson, executive, or programmer, you need to have a solid understanding of what your company’s brand is, how it is leveraged, and what you can be doing in your day-to-day work to help contribute to that brand. First, though, it’s important to understand what a brand is and why it’s important in the first place. Here’s one definition:

Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. - Business Directory

Personally, I find this definition to be extremely simplistic, especially in the modern era of marketing. Your brand should transcend things like messaging documents and design elements, but if you have weak leadership at the helm that doesn’t understand what a brand is and how to leverage it appropriately, this is all your brand will be worth at your company.

What Isn’t A Brand?

So before we get into the details of what a brand is, let’s talk about what a brand isn’t. Misconceptions about branding typically start here, because even if someone grasps the do’s of building an effective brand, there’s no guarantee that they’ll grasp the don’ts.

A brand is NOT:

So What Is A Brand?

So what exactly is a brand? If I can’t buy it or design it, why do I pay my marketing team so much???

Calm down. The process of building and managing a brand is extremely complex and requires diligent, daily effort from everyone on your team. So how do you actually define a brand?

A brand IS:

How do you define an effective brand? Is there something we’re missing? What are the most effective brands you’ve seen?

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