If you type, “define brand” into Google you get “A name given to a product or service”. Sure, whatever. Everyone has his or her definition. So…

I believe a brand to be whatever your customers believe it to be. It’s not a logo or an image; it’s the feeling and thoughts behind the experience. This experience becomes associated with the logo/design.

A logo is an empty shell without a brand.

To start building your brand perceived values you’re going to need to answer these 5 questions.

1. What are your values?

Without values you don’t have a brand. The brand needs to become one with whatever values you decide upon. Tie these into your marketing campaign if you are trying to build brand recognition.

2. What’s the story behind your brand?

Everyone loves a story. A story helps everyone understand 3 things
Where you(the brand) have come from.
What you’re about.
Where you’re going.

3. What are your goals?

What are you trying to achieve and why? Why is important (and difficult to answer), start with why.

4. How do you want to be perceived?

What “image” do you want to portray? Try collecting items that you think represent your brand. (These could be designs, a typewriter, a shape, clothing, a picture or anything).

5.Who’s your brand champion?

Pick someone that represents your brand. It doesn’t have to be a celebrity or yourself. It can be anybody that “lives” your brand. It can even be a fictional character.

If everyone understands what these five questions are….. you’re onto a winner.

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Finally! Now we have laid down the intangibility of your brand what are the 4 tangible aspects to help build the image ad values?

1. Product
What do you sell?

2.  Environment
Where is it sold, what’s the arena it’s seen in? How does this effect its image?

3. Communication
How does the brand talk to its customer, how do you want to be talked to?

4. Behavior
How does the brands people behave?

Consider, apply and manage all the above elements and BOOM! You will have built a strong and effective brand. Or at least have the beginnings of something special.

I must thank Wally Olins with help on with this post. So many thanks Wally.

• Bio
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Joe Murfin

PPC Executive at Latitude

Hi, I’m Joe. PPC executive, interested in behavioral economics, branding and anything creative. I modestly dabble in design. Learning how to make new things familiar, and familiar things new.

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