Brand = Gut Feeling

Note: Definition from dictionary.com

It's be a while since I've written about the basics of branding. Recently, I began to consider the definition of 'brand' itself, which, then, made me start to think about how brands form their definitions so people know who they are and what they stand for.

According to dictionary.com, a brand is a kind, grade or make as indicated by a stamp or trademark (aka logo).  OK -- so if a brand is a cue to the quality or type of product we're going to purchase and/or associate with, then where do those feelings come from?

The feelings we have towards brands, are based on our interactions with them. And it is these feelings that define the brand.  Therefore, a brand is not the logo or name, nor it is an experience with an organization, as I sometimes hear it defined. Instead, the logo and name are the cues for a brand, which through personal experiences/interactions with the organization/product/service create a gut feeling towards the brand. From here the brand is defined among the general public as people discuss these experiences, using the brand name and logo as their reference point.

It's like Marty Neumeier says, the brand is not what you (the organization) says it is; rather it's what they (the general public) say it is. However, there are always ways to influence a brand's definition, and it starts from within:

Brand Definition Process

A brand cannot be created on its own. Rather, its definition is based on three key phases:

1. Internal Brand Definition: the brand purpose is established and perpetuated throughout the organization
2. Brand Delivery: this is where the organization's talent delivers on the brand creating experiences which influence people's gut feelings towards the organization
3. External Brand Definition: finally, to spread the gospel, people tend to share their experiences/interactions with others influencing the brand is defined to the general public

It's important to note that in this process the external brand definition has the most impact, and ends up being the primary definition for the brand. Therefore, an organization must perfect phases one and two to adequately influence how they want their brand to be defined. To ensure the internal brand message is being effectively communicated externally, it's important to (1) listen and see what's being said about the brand to alter certain initiatives influencing the external perceptions; and (2) run through this process a number of times to ensure the brand is understood internally to influence the external definition. 

Phase 1: Internal Brand Definition

Great brands start with purpose. This is the crazy hairy audacious idea/dream/goal that guides the organization forward. It usually is motivating and clear to its talent so they know how to move forward and deliver on this purpose daily, without being too prescriptive.


Typically the brand purpose is broken down in two parts:

1. Aspiration: This is the long-term vision/milestone to accomplish the organization's purpose
2. Truth: This is what the brand does today to reflect its purpose

Brand's like TOMS Shoes, Nike and IKEA have such strong founding values and purpose (One for one; authentic athletic performance and democratic design) that anyone who works for one of these organizations knows what the long-term goal is and are given the exciting task to deliver on the purpose today, which brings us to phase 2...

Phase 2: Brand Delivered

This phase is essential! This is where the perceptions for the brand are established, which goes on to influence the overall brand definition. It's like Steve Jobs says, "The perception about a brand is reality" making it essential for the brand to be built into the culture of the organization so when someone interacts with the brand, a consistent brand experience is being delivered.

I recently read an article (forgive me I have forgot where) and it said that every time Apple goes to create something, the first question asked in the room is, "what's the customer experience".  It's having key questions, like this, that tie to your core brand pillars, which ensure every time a person interacts with a branded touchpoint the experience influences how the brand is defined.

Phase 3: External Brand Definition

It's in this phase where the reputation -- the most dominant definition -- for the brand is established and propagated.  I recently found a couple rather telling stats on Bazzarvoice saying, "The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010)" and "74 percent are influenced by the opinions of others in their decision to buy the product in the first place. (Manage Smarter, September 2009)".  These tell me there is little room for organizations to falter in delivering an 'on-brand' experience, or they run the risk of negatively impacting the brand's perception, or worse yet, they miss the opportunity to influence the definition at all, because people talk about brands a lot, and to a captive audience to boot! It's when people talk to others that the brand becomes defined and the gut feeling towards an organization is planted.

If this process is done correctly, you know you have successfully defined and delivered on your brand when (1) people choose you over the competition, (2) they are willing to pay a premium to have your products or use your services, and (3) when they keep coming back for more!