What’s in a ‘Brand’?

Branding is part of what I do.

Branding has been one of the 20th and 21st centuries’ most powerful economic drivers.

What is Branding?

  • It’s about ownership
  • It’s about reflecting core values
  • It’s also about offering relevance and utility through a clearly articulated vision
  • It’s about developing and maintaining a personality or tone of voice
  • It’s definitely about look and feel (we are tactile and visual animals)
  • It is most of all about the quality being promised, and of course the delivery of that promise in such a way as to exceed the initial promise

There’s a lot more to it, but the simple checklist above outlines just some of what’s involved.

So what is involved in branding?

  • Psychology (analysing human behaviour, motivations and impulses to act)
  • Social Anthropology (observing behaviour)
  • Demographic and Geo analysis (who, where etc)
  • Consumption data (quantitative)
  • Aspirational data (qualitative)
  • History
  • Culture
  • Context …

Once a brand is established, the work doesn’t stop. It’s then about creating new products, adding value, defining and creating new ways of engaging new audiences or consumers … it’s never-ending and always evolving.

Here are some brands I’ve been part of creating and then developing over the years:

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And here’s me on LinkedIn