Most people often think that a brand is just your logo design. Unfortunately, that is far from the truth. Design firms and marketing experts have come to simply branding to mean the “promotion of your logo” or “your corporate colors” on all your marketing collateral.

But, a brand defines the firm that will deliver and stand behind the products or service that the customer will buy and use. It is an amalgamation of various aspects of a company that are brought together cohesively and called a “brand”.So what are these “aspects of a company” that form a brand?

The People

The people of a company provide the basis for the corporate brand image. They should be engaged, interested in their customers, responsive and competent. This will foster greater respect and brand loyalty over the long run. Ultimately, people define a brand.

Value and Priorities

The values, proprieties and the company philosophy are the very essence of a company. What ideals does the company hold up? What will not be compromised, no matter what? Some companies have a cost-driven culture that supports a value position in the market place. Others place priority on delivering a prestige customer experience. Innovation, quality, and customer concern and 3 values and priorities that are worth highlighting because they are so frequently seen as drivers of corporate brands.

Products and Services

A brand is also defined by the quality of it’s products or services. Is your product high in quality? Is your service fast and dependable? Being fast, responsive and dependable enhance the brand and create brand loyalty. Companies spend millions on advertising and marketing. But some companies fail to tackle some basic fundamental issues such as customer service and value for money.

Corporate Identity

A company’s logo and corporate identity also enhance the brand and complete it. The logo, the colors used, the marketing messages in their promotions all act to create the brand image. These corporate identity elements should reinforce the company’s values and priorities. They must be aligned to the kind of products or service the company delivers. Then only do you have a brand that benefits the company.

Over the coming weeks, I will eloborate on the points mentioned above and write details posts on how companies turn from being just a company to a brand.