A brand is

Let’s talk about “brand.” Some people may think a logo or design is the brand. Maybe 30 years ago that could have worked.

It’s more that.

A brand is composed of the memories, stories, expectations and relationships baked into the consumer’s mind. The total of these pull a consumer to choose your product or service over another.

If you set out to build a brand, don’t focus on doing “branding.” Become the brand you want for the consumers you desire. And remember the first rule is tell a true story.

Check out this great example:

Made by Hand: Carhartt Made in the USA

Carhartt is a brand.

People choose it over another because of their relationship with the brand and what it means to them.

Make good on your promises and increase your value to your consumer and over time you’ll build a brand too.