As we know the word brand has many meanings and applications. For most when they first hear or see the word brand, they think of it as a logo or tagline. Certainly those are aspects of a brand, but we should not limit our view, nor our efforts to simply a logo or tagline, especially if we are brand and marketing professionals. When do, we reinforce the skepticism that some have about branding.
Too often marketing professionals limit their view of branding to advertising. They like others think it would be really great to come up with a cool ad campaign that can add to the portfolios of those involved. Again, an advertising campaign might be a solution for helping tell the brand story, but that is not where we should start. A good place to start is to first think of a brand as a noun.
A brand is our name, what our name stands for and the associations that people make with our brand when they hear or see our name. Once we get everyone at that starting line it is much easier to get buy-in to our branding initiatives. Think noun first, verb second. It is much easier to recruit and retain brand champions when they think noun first, verb second.
Rex Whisman
Brand Champions Blog
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