Exactly What Constitutes A Brand?

This post was written by Internet Marketing John on August 29, 2009
Posted Under: Branding Information

First of all, let’s determine what a brand IS NOT.

A brand IS NOT a logo, that many of us commonly recognize as a brand.

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A brand IS NOT a product of any sort.

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Brands are not defined by internet marketers, companies, advertising agencies, marketing departments, or a company CEO.

Brands are defined by people; it’s just as simple as that!

A brand is an idea or concept, that you have complete control over, in the mind of your prospects.

A brand is what your prospects say it is.

A brand is NOT what you think it should be, or what you say it is.

What really counts in branding is what your prospects think it is, and how they respond to the idea.

A brand is often the promise of a specific benefit, a bargain, or something of exceptional value to it’s users.

It can also signal the fact that it is different from the competition in some extraordinary way.

A brand can also advance the promise, that it is more meaningful or relevant to users than it’s competitors.

A solid brand will always have true monetary value.

If there is any doubt in your mind about this, consider Coca-Cola, Harley-Davidson, Google, Apple Computer, or Intel.

All these companies have a significant percentage of their general worth attributed to their brand, and all have value.

Brands should interest internet marketers for several reasons.

First of all, when your prospects buy your products, they want to trust you.

When people buy a brand,  trust is already inherent  in the brand.

When, and if, you ever get to a point where your brand is comparable to Nike, an automatic trust factor is built around the brand.

A brand automatically distinguishes the quality and features of your product, from other similar products in the marketplace.

People in this day and age, have too many choices, and too little time to choose.

Given this scenario, a brand acts like a magnet to attract buyers.

Now that you know what constitutes a brand, you can use this information to emulate some of the qualities that makes a good brand,  in your business.


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