A brand is an idea that influences what consumers prefer.  When I meet with business owners and educate them on the value of brand identity (desire and awareness), what it means to effectively position your brand (unique place in the market that you are claiming), and the influence of brand equity (reputation and customer loyalty), I find it always difficult to remind them; “your brand is not what you say about your company or business.  Your brand is what others are saying about your company or business.”

Let’s examine the brand BMW.  What do you know about me when I drop my BMW keys on the table?  You learn a little something about my status, what I’ve done, and who I am.  “The ultimate driving experience” is the promise the company makes that shapes their relationship with the market; the way the car drives and handles.  What does the logo mark represent?  The circular blue and white Bavarian Motor Works logo or roundel represents the movement of an aircraft propeller, to signify the white blades cutting through the blue sky.  The meaning of the BMW logo is known by few, but the mark is the recognizable internationally by many.

Simply stated, branding helps you communicate your story or unique selling proposition.  What I want you to take away is, “it’s the promise that you make that matters most, your logo is just the reminder”.

Another case in point is our favorite cuddly bear, Winnie the Pooh.  This iconic Disney figure never wears pants, steals everyone’s honey and is named POOH.   Yet, it’s our relationship with the Disney brand and this magical institution that brings to us the emotional connection, influences our purchasing decisions and builds customer loyalty.

Before launching a new brand, (personal, product or service), remember your obligation, who are you and why you matter.  Lay a foundation of consistency and tell your story, deliver on your promise, define your emotional connection with people and how it influences their buying choices, and commands customer loyalty, repeat business and referrals.  In the end, a great brand has the power to change perception, influence preference and command customer allegiance.