What exactly is a brand? It’s a question that has rejected the teachers for decades and eluded the most erudite of scholars. Therefore coming from the trenches of the physical world of branding, we’ve outlined the term and given it a complete meaning..
A brand consists of eight basic building blocks :
- The Name – The logo design (brand icon) – The Brand’s colors – The Slogan and Brand Messaging – The Sound of the Brand – the final look = The Brand’s Position – packing the Brand – The Brand Experience
A Brand is the greater sum of its parts. It is always more than just the nuts and bolts, the pieces ; great brands are always the results of the entire equaling more than the total of its parts.
Branding is about making me, the consumer or consumer, more hip, more in the “know,” more cool than any person else. We are a generation and a country wanting to be special. We wish to be richer, more pretty, better dressed and more effortlessly gorgeous than any other generation that we all know.
We want everything to mean more. We want everything to have meaning. That’s the reason why we head to the reality shows. Why we like “The apprentice” and “american idol” and other top realistic shows. We crave authenticity in this age of fabrication and falsehood. We “just need to be real.”
We would like to be able to trust what we buy and whom we buy from. That’s why Coke remains the number one brand in the world. The more we all know about a brand, the more we trust it. The more we trust it, the more we get it and continue to experience it. The more we experience it, the more steadfast we become.
Loyalty is the currency that can’t be traded for money.
