What is a brand and why you should care about it

“Products are made in the factory; brands are created in the mind.”

Walter Landor

So, you think you have a brand. You know the exact words you would associate with it. You use your logo across all your communications. So, that’s it. You have a brand.

Well, let me tell you that you are wrong. Your brand is not just one aspect of your product or your organization. It’s a combination of factors that create an experience, that experience creates a perception over time and that is your brand.

A brand is not what you think about your products or what you say about them.

A brand is:

  • how clients, prospects and even competitors make connections and associations to your work;
  • the set of ideas, values, and feelings that come to their mind when they think about their experience with your products;
  • and all the characteristics that make you stand out and be recognized as you.


But, this doesn’t mean that your brand is “entirely” created by other people. You can influence people’s perception by consistently creating an experience that supports the values and ideas you want them to associate with your brand.

The way you deliver your message, the way you craft your visual identity and the type of experience and interactions with your audience have the power to create a representation in people’s minds.

Every opportunity to interact with people is an opportunity to strengthen your brand. And, every piece of content should contribute to that purpose. Imagine how strong your brand could be if all communications, product presentations, training materials could work in unison to achieve that purpose.

So, let me ask you a question: how do you want your brand to be perceived by others?