Unforgettable Brands
The Basic Principles of Successful Branding.
This blog post is inspired by my live session at the Inner Circle Expert Session on Thursday 6th September 2018.
For the past 7 years, I have been helping established companies and startups define their brand. During our first meeting, I always ask one important question, ‘what is a brand?’.
I receive a variety of confused looks and answers. A logo, a corporate identity system, a product, a brandmark. I say that a brand incorporates all these things and more.
My definition of ‘brand’ is the following: A brand is an emotional connection you are able to establish with your customers.
This is why I love to think brands are conceived in the mind of the customers and not in your boardroom, by your marketing team or your designers.
We like to think a brand is unforgettable because of a beautiful logo or a perfect product. However, I can show you how we can recognise a brand by things that have nothing to do with their logo or name.
