The What and Why
February 23, 2010
The What and Why of Branding
The WHAT
Branding is something different. It is not marketing in the traditional sense. It is not graphic design or logos. It is not reaching a target audience with a perfected politically correct message. Branding at its core is real, maybe perfectly raw and transparent. It is spherical, not linear.
It starts with an individual brand (person, idea, organization) and it reaches out to the next sphere. If the idea, person or organization is good enough then it will continue to reach further and further with an exponential effect. A great brand will last a thousand years. It breaks barriers and transcends generations. Disney is one of these brands. Apple is becoming one of these brands.
The WHY
Great brands offer something unique. They offer a connection. Which brands do you identify with, about which you find yourself saying “I fit here”? It may be a coffee shop, a computer or a car. That feeling of “I fit here,” is a deep connection in the heart of an individual, contributing to a sense of identity.
Branding is about the individual, never the masses. Think of your customers by name, by face. When a customer is treated like an individual, they feel valued. Because of this, they can’t help but to talk about the brands that reach out to them in this way. The great brands start with the individual.
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