What is a brand exactly?
Lets start with what it is not. A brand is not your product.
Cars, software or soap, are all inanimate soulless things (machines/code/chemicals) that by themselves, don't radiate so much as a speck of charm or attraction by themselves — without branding. And it's through the branding of products that they differentiate themselves in the market place.
Branding is a perceptual construct.
The perceived differences you create for your brand can become one of the greatest advantages over your competition (I have a presentation that can prove that too).
When products are perceived as being more or less the same in a category which is so often the case (think mobile phone providers), it's up to you to create a brand persona that breaks away from the crowd.
If your "product" enjoys a clear advantage, faster results or better safety profile, you have an even stronger foundation upon which to build a perception of superiority.
Whether you're starting from scratch or need to sharpen your brand messaging, I can help you with this systematic approach:
A perception – we engineer
A personality – we radiate
A promise – we fulfill
A persistence – that endures
Ask me more about my branding process: I start by telling clients that a brand isn't just a pretty logo!
Great brands make you more money!