Brand has been the hot buzzword in advertising for some time now. The concept of brand has been understood for hundreds of years, of course, but it’s gotten a paint job in the last decades and has, in the process, acquired the gloss of a new idea. Simply put, brand is the impression or series of impressions that come to mind when someone sees or hears your company’s name.
Brand is a synthesis of many discrete elements, not the least of which is user experience, but the linchpin of brand creation tends to be advertising. Brand advertising is a promise. And unless the user experience is in direct conflict with that promise, the advertised message becomes the brand in the collective mind of the marketplace. It’s what ad people call “positioning.”
Brand positioning gives customers a reason to select a product or service over that of the competition. It becomes a convenient handle, the intuitive logic behind the buying decision. Without brand positioning, you still have a position in the marketplace.