What is a brand? 

 

It is the difference between a bottle of sugared, flavored, carbonated water and a bottle of Coca-Cola.

 

A brand is the sum of the functional and emotional characteristics (both tangible and intangible) that a consumer attributes to a product or service a business creates and sells. These characteristics are embodied in a name, trademark, symbol or design or any combination of these. This is a powerful form for any business that allows them to separate themselves from the competition. 

 

You would never confuse a McDonald's "Big Mac" from a Burger King "Whopper" for example; or a Hershey chocolate bar from a Nestle's Crunch. The brand is what differentiates one business from another and be able to sell more effectively.

 

However, the definition of a brand is being increasingly stretched. As the internet grows ever more pervasive, many online brands have virtually no tangible attributes. It could be argued that brands such as Amazon and Yahoo! exist purely in virtual reality. Moreover, the concept of branding can no longer be restricted to products and services. Movie stars, politicians and company executives are all realizing that success is dependent on their ability to market themselves as brands.

 

More than anything else, a brand is an identity. What you want consumers to do is relate your name to something positive and unique that will not only permanently stand out in their mind, but only relate a product or service to your business when they need it.