Everybody talks about what a brand is but not what it is not.
A lot of people talk about it. Yet very few people understand it. Even fewer know how to manage it. Still, everyone wants it, Branding – arguably the most powerful business tool since the spreadsheets.
What a brand is not.
First of all, a brand is not a logo. The term logo is short for logotype, design-speak for a trademark made from a custom-lettered word. The term logo caught on with people because it sounds cool, but what people really mean is a trademark, whether the trademark is a logo, symbol, monogram, emblem, or there graphic device. IBM uses a monogram, for example, while Nike uses a symbol. Both are trademarks, but neither are logos. What really matters here is that a logo, or any other kind of trademark, is not the brand itself. It’s merely a symbol for it.
A brand is not a logo.
What a brand is.
A brand is not what you say it is. It’s what they say it is.
This article is taken from the book of “The Brand Gap” by Marty Neumeier.