What is a brand anyway? There’s an enormous amount of confusion, as to what a brand is.
“It is the emotional and psychological relationship you have with your customers”
“A type of product manufactured by a particular company under a particular name”
“The name, term, design, symbol, or any other feature that identifies a seller’s product distinct from those of other sellers”
“It is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image.”
All of these are only partial answers. In truth a brand is an all encompassing experience of your business made up of hundreds interactions – from your visual identity, to the way your staff answers your phone, to the quality of the furniture in your reception area to the look and feel of your website to the copy of your book they take away to share with their friends.
We like to keep things simple. So here is our definition: a brand is the personality of your business.
In fact, you can use the well-understood word “personality” as a direct substitute for “brand”. That instantly clarifies the meaning and will help you complete this questionnaire.