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What Does The Word “Brand’ Really Mean?

You choose Nike over Adidas, Neutrogena over Oil of Olay and prefer Subaru to Hyundai, but do you know why?

 Whatever your brand preferences are, you have a reason for your choices.

You’ve developed a sense of trust in these brands, with the expectation that they will continue to produce quality products or services that you love. If your favorite brand suddenly did something out of character, would it cause you to switch to a competitor product?

Today’s customers are more discerning about brands and have become less loyal than ever before, making it crucial to establish a resilient and authentic representation of your business.


What do you really mean when you use the word brand?

You’ve likely used it to describe a company you like or one you own, but do you really know what this buzzword means?

Buzzword Evolution

The term “brand” has become the ultimate buzzword. It’s everywhere you look.

As consumers gain greater access to technologies and platforms once reserved for bigger businesses, everyone is suddenly aware and interested in the concept of a “brand.”

But do we all mean the same thing when we use the word?

Over time, the word has become diluted and is often misused. Everybody seems to be talking about how much they like or dislike this brand or that brand, and sales and marketing-focused businesses are constantly talking about how they need to brand themselves or improve upon their business’ brand.


What Constitutes a Brand?

In short, your brand is what people say about you when you’re not in the room.

Your brand is also a group of assets that represent your visual identity (such as color palette, font, logo, style, etc.), and the words used to describe your mission and mission (characteristics, differentiators, writing style, etc.).

The better a job a company does at mirroring its target customers in the visual identity of their brand, the greater the chances are that they will attract consumers who share similar beliefs, values, and interests.

Have you ever sat down and thought about what brand means, concerning your own business or a brand that you love?

If not, you may be missing out on a deeper level of connectivity that becomes possible when your awareness increases. Knowledge is power – the more you know about a brand, the better you can analyze and tend to your own.

Understanding why your customers connect with your brand is essential to creating a brand that builds trust and affinity.

Brands Establish Trust

When someone says that they like or dislike a brand, what they mean is they like or dislike how the brand makes them feel.

For some, to think that you might have an actual emotional relationship with a company (also known as affinity) is startling. But think about it: when you need a new pair of jeans, do you start by looking at stores you’ve never shopped at before? Or, do you go to the store you know and trust to provide quality fitting jeans?

Odds are, you go to the retailer that reliably provides quality fitting jeans, and that’s because of this little thing called trust.

Trust is built between brands and consumers through consistency, via engagement and quality content.

Trust is what a brand builds with consumers when it communicates a consistent message through advertising, reliably provides quality products, and appropriately manages customer expectations.


Changing Your Brand’s Perception

Who you are and your company mission is important, however, perception is equally as important.

If your brand perception doesn’t accurately reflect your company’s purpose, then you won’t be able to attract your ideal customers.

One of the best ways to change your brand’s perceived attributes is to invest in creating or modernizing your image. Your customers are more interested than ever to hear your story, and it’s up to you to show and tell in a remarkable way.



  • How do you feel about your brand?
  • Can you describe the qualities of your business’ brand clearly and concisely?
  • Do you think your customers trust your brand?

Let us know in comments below!


Need help answering the above questions? Get in touch!

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