In 60 Minute Brand Strategist, Idries Moottee suggests:
Brand is unarguably the most powerful business tool ever invented. (Pix).
That’s a big call! So, what is a brand?
What is a brand?
Mootee puts it’s very simply:
- A Point of View – Your brand is what you base your business strategy on.
- A Customer Value – It’s something that is valued by your customers and not just fluff, spin, images, sound bites or fancy ads.
- A Competitive Advantage – Your brand is a business asset that provides an advantage in the marketplace. The best brand wins!
- Engineered – Your brand grows when it is strategically designed and built. It doesn’t just happen by itself…
- Alive – The meaning people put on your identity becomes your brand. This includes the products and services plus the culture and standards of the organization.
- Logic and Emotion – Branding is both art and science.
[Tweet “6 elements of a Brand plus 5 that are not #branding”]
What a Brand is NOT
And, Mootee again describes what is not a brand:
- Not about Marketing activities – your brand is higher up the priority list than this. It’s not your advertisements either!
- Not your Products or Services – these are tangible expressions of your brand only
- Not a Trademark – this is a legal piece of intellectual property. Again it’s only one expression of the total brand.
- Not a Mission Statement – this is simply a reminder of your business goal. This applies to your manifesto also.
- Not a Logo or Slogan – again these are expressions of a brand, not the entire thing.
Idries Moottee, 60 Minute Brand Strategist, P8-9
COMMENT: How do these principles fit with your view of what a brand is and isn’t?