By Jeff Beals
So what is a brand? We know it’s necessary for organizations to have one in order to sell their wares, but what exactly is it?
According to the American Marketing Association, a brand is “a name, term, design, symbol, or any other feature that identifies one seller’s goods or services as distinct from those of other sellers.”
Similarly, Entrepreneur.com defines a brand as “the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.”
Marketing guru Seth Godin defines a brand as “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.”
Godin’s definition comes closer to the modern and true definition of a brand. Don’t think of a brand as a name, symbol or trademark. In other words, Coca-Cola’s brand is far more than its famous red-and-white logo. It’s everything that goes into the experience of enjoying a Coke.
Keep in mind that branding rules apply to individual persons as well as corporations and associations.
Given all this, what’s your personal brand? Before you can sell yourself as an individual professional or use your name to sell any product or service, you need a detailed answer to this question.
Even though you’re a man or a woman, you’re also a business, a business of one, a business unto yourself. Every business that’s serious about its future works hard on its brand. So too must each of us as individuals.
Jeff Beals is a professional speaker and award-winning author, who helps professionals enjoy greater success through effective sales, marketing and personal branding techniques. He delivers energetic and humorous keynote speeches and workshops to audiences worldwide. To discuss booking a presentation, go to JeffBeals.com or email at email@example.com or call us at (402) 637-9300.
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