What is a brand, anyway?

Just as you’re more than the clothes you wear, or the job you do, or the house you live in, your brand is more than a logo, a website, or a CEO’s vision. A brand is an overall perception of a company by a customer—and like an opinion about a person, it can be positive or negative.

The best brands are those with strong positive emotions attached to them. When people encounter a company with a great brand, they expect every touch point of that company to positively reflect the brand. It’s a letdown when that brand standard isn’t met.

There’s an idea referred to as 360 degree branding—it’s the notion that brand influence and the associated touch points surround your company in every aspect, whether you like it or not. So when building your own brand strategy, consider every touch point that comes in contact with people. And we mean every touch point: The receptionist’s tone of voice, the CEO’s vision of the future, the color your stores are painted, the words employees when talking about the company—all of these things are significant as you build a strong, meaningful brand.

It’s a lot to think about, but it’s something every successful company has thought about. Part 2 of this series will bring up some questions to ask about your own brand, so stay tuned.