What is a brand?

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:Idries Mootee - 60 Minute Brand Strategist

  • 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.

Source

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?

 

More Updates

How to create a book trailer the easy way

You’ve spent weeks, months and maybe even a year writing your book and now you’re ready to publish it. What’s the best way to market

Seven ways to write your book faster

You want to write a book, but you fear that it will take too long. Or you’ve already started and it’s taking longer than you

Book Writing Tips to Write Your Book Easier

You’ve decided to write a book. Great. Now, do you want to write it the hard way or the easy way? Writing a book is not