We’ve recently published two articles that speak about the importance of creating your brand identity and how to make people fall in love with your brand.

Here, we will try to understand what a brand is and what makes it a strong one?

As per the Oxford Dictionary, brand is a noun, which could be a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

Chances are if you are reading this article, you are either thinking of starting to sell something or already are selling something.

Let us make it easier for you. We believe a brand is the personality of a business or service.

It is the first thing you think of, how you feel, when you see a logo or hear its name. In fact, we would rather use the word personality instead of a brand to clarify its meaning.

A brand is the difference between a pair of running shoes and a pair of Nikes. Between a burger and McDonald’s Beef Burger. Between a coffee and Starbucks Coffee. People will forgive a strong brand if it makes a mistake.

What is the secret of a strong brand?

The answer is simple: FOCUS!

Great brands stand for something. It does not matter if you are running a home-based service or a dental clinic, or an auto workshop or a daycare center, what is the single word that defines your service?

For decades, the Swedish carmaker, Volvo defines its brand with one word: Safety. Sometimes you have to think beyond the category to know what you stand for. Harley Davidson makes motorcycles. Want to guess what they stand for? Freedom! Not a more powerful engine or more reliable bikes or smoother rides. Freedom!

Brands are experiential. How do you create a community of brand ambassadors? How do you protect and nurture your brand?

Here are a few key points to help maintain or even grow your brand:

• Be different: the world is filled with parity products and services. Make yours stand out.
• Be vigilant: don’t allow to do things it shouldn’t. Don’t be the everything for everyone.
• Be relevant: the marketplace changes constantly. Make sure you keep up.

So, who really owns your brand? The Founder? The Head of Marketing? The Product Manager? Your brand will be owned by your people. It has to be a constant conversation with your customers. Don’t worry. This instant feedback can be very useful. It gives you a glimpse of what is in the heart and minds of your customers and allows you to take action. It can also help you to stay focus.

Let’s recap:

A brand is much more than your logo or your colors. It is something intangible. It is what people think of you, mostly on an emotional level. Great brands are focused. They stand for something. Great brands are not just seen and heard. They are experienced. In a way that is unique to you. A brand can have tremendous value. And should be treated that way. Keep your brand healthy by being, (i) different (ii) vigilant (iii) relevant. Never forget, that people: your customers own your brand. Listen to them. Respect them. Most of all earn their TRUST.