When someone is referring to the Nike brand, they are not referring to the “swoosh”<\/span>. A brand is the marketplace’s expected behavior\/personality<\/span> of an organization, their product(s), or service(s). I’m sure that sounds blasphemous to many marketers right now, but consider this: Why do we have different opinions regarding specific companies? For instance, when I look at Apple and I see brilliant design, leading-edge technology, incredible “finish”, and products that empower my life. Yet, I have friends that would characterize Apple as a high-priced laggard in consumer-demanded features. If Apple truly controlled their brand we would all have the same view of them.<\/p>\n That’s why we see Apple advertising how lives are made better with Apple products.<\/p>\n Brand personality development is important for every organization because it is the basis of all brand experiences. Your brand personality does not merely define what you say, but how you say it, where you say it, what you look like, sound like, and more. Every interaction your audience has with your company either works to build your desired brand identity, or causes brand confusion.<\/p>\n
\nAdditionally, a brand is not a product<\/span>, nor is it synonymous with “company”.
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\nTAKEAWAY #1: That means companies do not create their own brand. Instead, they provide the building materials that the public uses to create their brand.<\/h2>\n
Companies cannot control their brand, but they surely can influence it<\/span>.<\/h2>\n
What are you providing your audience as they build their view of your brand?<\/h2>\n
TAKEAWAY #2: If you don’t define your brand, your competition will do it for you.<\/h2>\n
Do you have a clearly articulated brand personality that you uses as a filter, guide, and evaluation tool for all of your brand experiences?<\/h2>\n
Harness the power of your brandstory.<\/h2>\n
Story wins.<\/h2>\n
The word “brand” cannot be used interchangeably with the word “logo”. When someone is referring to the Nike brand, they are not referring to the “swoosh”. Additionally, a brand is not a product, nor is it synonymous with “company”.<\/h6>\n","protected":false},"author":2,"featured_media":395,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,3,4,5,6,7,8,9,10,11,1],"tags":[12,13,14,15,16],"class_list":["post-482","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-archetype","category-brand-development","category-brand-identity","category-brand-storytelling","category-brandstory","category-content-marketing","category-creative","category-identity","category-story","category-uncategorized","tag-brand-development","tag-branding","tag-brandstory","tag-brandstory-structure","tag-identity"],"yoast_head":"\n