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Video: What is a Brand?

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What is a brand? Perhaps you need to explain it to someone? Possibly your board, or employees? Perhaps you have a few questions about branding yourself. This video provides an excellent yet brief overview, examining what a brand is and what it isn’t.

If you can’t view the video, you are probably blocked from viewing YouTube videos on your computer network. You can read the entire transcript here.

Quite simply, your brand is your reputation. It represents people’s gut feelings about your organization. Everything you do and say influences how people think about you, both positively and negatively.

Consumers are exposed to an average of 3,500 brands every day, including yours. We live in a brand saturated world. That’s why it’s so important for your brand to stand out.

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Comments

  1. Kurt Jacobson says:

    I wish more business managers understood that a logo and tagline aren’t the brand. This video is the best explanation of how managers MUST view brands I have seen. Thanks.

  2. This is a very good video, thanks for posting. I agree with Kurt — branding is often perceived as something to do only with logos and visual identity in general. In reality, brand is the driving force of business strategy. I am happy to see that you specialize in branding for financial organizations. Perhaps you’d like to contribute to the discussion on LinkedIn about the subject?

    http://www.linkedin.com/answers/financial-markets/derivatives-markets/MKT_DRV/931529-1088721

    -Olga

  3. Alan Bergstrom says:

    Great piece! Will share it with many others. Let’s also remember too that while a “brand is a promise”, the strength and success of that brand is determined by how well we DELIVER that brand promise day-in and day-out at each and every touchpoint (encounter). Thanks for producing and sharing!

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