Too many people I meet think a brand is a logo… it’s not! A brand is term which covers everything someone uses to make a judgment on you or your company. Yes the identity is part of this from the colour you choose, to the name, the language in your copy. But opinions are formed from the personality of your staff, the messages and communications you send out, your prices, who else uses you and so many more.

However be careful, because if you are saying one thing and doing another then you are damaging your brand. That gut feeling your prospects and customers have about you.

Building a successful brand requires Integrated Brand Communication:

This is about effectively using the the marketing mix to convey a specific message to a desired audience. It’s both a process and a plan that looks at the needs and desires of the audience, the key messages to be imparted and then the most appropriate channels to communicate them. These channels can include sales, promotion, public relations, advertising and loads more.

This will lead to your best chance of influencing that gut feeling someone has about you. Their memory of what and how you do what you do. Then after awareness, understanding comes interaction and ultimately if you get it right recommendation.

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“if you wish in this world to advance
And your merits you’re bound to enhance.
You must stir it and sump it,
And blow your trumpet,
Or trust me, you haven’t a chance.”
Gilbert & Sullivan.

I read this quote today that made me think… and although I have always found it crass to blow your own trumpet, why not get others to blow it for you! Now that is something I am more comfortable with.

I see the fine line between confidence and arrogance, between a show off and a reserved professional. I have always believed in the quiet soft approach to business. I have never sold, never gone for the deal… never pushed an opportunity. I guess that’s because I love doing what I do and measuring success for me is not just about pound notes. Is this the best way to build a business though? I was comfortable with sitting back and empowering the customer to buy.

Should we be more aggressive in a competitive market?

In the last 6 months I have recognised the power of others talking for you, on your behalf, a good testimonial positions the trumpet – great stuff. So I will stay who I am and surround myself with good people who are damn good trumpeters and prepare for advance…

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We use this word at least a dozen times a day… Now with everything on Earth being referred to as a BRAND from David Beckham to Dove soap let me help you with the following exerts from the Oxford Dictionary.

The Oxford Dictionary (1980) contains the following definition:

Brand (noun): a trade mark, goods of a particular make: a mark of identification made with a hot iron, the iron used for this: a piece of burning or charred wood, (verb): to mark with a hot iron, or to label with a trade mark.

Similarly, The Pocket Oxford Dictionary of Current English (1934) says:

Brand. 1. n. Piece of burning or smouldering wood, torch, (literary); sword (poet.); iron stamp used
red-hot to leave an indelible mark, mark left by it, stigma, trade-mark, particular kind of goods (all of
the best bb.). 2. v.t. Stamp (mark, object, skin), with b., impress indelibly (is branded on my memory)

These two entries, show how, over 50 years, the primary use of the word “brand” now has a real commercial application. However, the definitions also underline a common origin. Almost irrespective of how the word is used today, it has always meant, in its passive form, the object by which an impression is formed, and in its active form the process of forming this impression.

That’s where we come in… we form impressions, from the psychology of colour, to the simplicity of form, each shape and mark leaves you with a gut feeling, let that be a positive one with action to change the behaviour.

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How many do you recognize? What do they stand for? Do you dream?

Big goals with decisive action can achieve great things… mine is to do meaningful work with at least 10 on this list.

See the top 100 here.

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