Brands' products should be the manifestation of a company's values. Those values should be the subject of all sorts of wonderful stories that comprise your company's narrative.
Sentiment: POSITIVE
Brand is not a product, that's for sure; it's not one item. It's an idea, it's a theory, it's a meaning, it's how you carry yourself. It's aspirational, it's inspirational.
Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
If you can work a brand successfully into the narrative of your product, then it's really cool. Then people actually take the brand up and say, 'My positive experience in your product is directly connected and influenced by this brand and that worked great.'
The strength of brand loyalty begins with how your product makes people feel.
We always talk about how you have to build a brand from the inside out, not the outside in. Brands are not wrappers. Brands are based on the values of the founders, and then they spread to the people who work for the company, and then that psychological contract is spread to the customer.
By far, the most determining factor of any brand is the product or the service the company produces. Branding companies have very rarely any significant influence on that, but it is, of course, in their interest to amplify their importance.
A brand is a voice and a product is a souvenir.
It is important for me that I represent a brand that reflects my personality.
Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.