Before answering that question, let’s level-set with the definition of a brand:

A class of goods identified by name as the product of a single firm or manufacturer. ~ Merriam-Webster Dictionary

A name, term, design, symbol or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. ~ American Marketing Association’s Dictionary (Wikipedia)

Pretty basic, right? But we all know a brand is more than that. Let’s see if we can get a little closer to what a brand means to marketers:

A brand is the intangible sum of a product’s attributes: its name, packaging and price; its history; its reputation; and the way it’s advertised. ~ David Ogilvy

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. ~ Seth Godin

Now we’re getting somewhere!

Repeat after me: A brand is more than a logo

Here’s something else to keep in mind: A brand doesn’t exist within your company. It exists in the minds of your customers. As Lucidpress explained in one of their blog posts, a brand is the total sum of impressions a customer has based on every interaction they have had with you, your company and your products.

Innovator that he is, it’s not surprising that Jeff Bezos, founder, and CEO of Amazon, framed it up a little differently. He described a brand as how people talk about you when you’re not in the room. Mic drop — mindblown. Branding is the way your business communicates both visually and verbally.

When it comes to your corporate identity products there are a few variables you can modify in order to influence the consumer’s perception of your brand. These variables include stock weight, textures and printing processes. In fact, a scientific study by John Bargh and his colleagues found that touching things with metaphorical physical qualities – objects that were heavy, light, hard-soft, rough or smooth made people rate others more highly for those same characteristics. The same can be done for your printed products. When your printed products are perceived as higher quality a correlation is made to your brand.

Now more than ever, consumers are being bombarded by brand messages through direct and online advertising, sales promotions, sponsorships and more. And every day they’re making judgments and choices about which brands to try, which ones they’ll use consistently and which select few they’ll endorse to friends and family. Make sure you can control your brand narrative.

Looking for some direction on how to modify your corporate identity products to match your brand voice. Let us help, please contact us directly or leave a comment below.


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