What Is A Brand?

The Definition of a Brand

A brand is the evidence of distinction. Without distinction, you’re generic, or worse, a commodity.

To Succeed, a Brand Must Be:

Relevant
Believable
Defendable

The Difference Between Branding and Brand Development

Brand development is the discovery process we go through to unearth your “Evidence of Distinction,” and development of communications of that differentiation.

Branding is then, the tactical application of that distinction in all your communications materials.

Brand Development is not a Marketing Initiative

It is a corporate initiative.

In order for a distinctive brand to be deliverable, it must be discovered and adopted at the very top echelon – the CEO, COO, President, VP of Marketing/Marketing director, etc.

Brand Development Process »

Download Our Brand Report Card

Identify areas of your branding that may need improvement with our simple Brand Report Card. This exercise will stimulate discussion among everyone who participates in your brand management.

Click here to download »

Download "The Argument For Branding" White Paper

"A company’s brand and its acceptance by its customers is the new marketing tool/weapon. But brand implementation differs vastly from tactical marketing implementations. It is much more holistic, more subtle and most of all, more loyalty inspiring. Let’s face it—people love their brands. They identify with them. In this modern age, where many rootless corporate drifters wander from place to place, job to job and town to town, the solidity of brand and what it represents is comforting. Instead of individuals claiming they are from a town, a state, a church or a college, many express their ultimate identities through a subtle combination of their brand choices. We relate because we wear Ralph Lauren, or buy Maytag, or drive BMW or shop Gap. We are our brands."