What is a “brand” really?

[David DiGirolamo: Visual Comm.]

Are you thinking about re-branding your business, or maybe creating a new brand all together? Have you ever considered what a "brand" actually is? Here are a few points to get you thinking.

A brand is the personality of a company and an expression of the intangible values they hold. It is what a company promises its customers and how they position themselves to deliver on those promises. Often terms related to “branding” are inaccurately applied to a visual makeover because it sounds better in a pitch meeting.

If you are considering “re-branding” your business, consider this: a shiny new logo without improving your product, service, or internal methods is merely a “badge change”.

Fact is, you are still you if on day one you wear a blue shirt and on day two you wear a green shirt. Re-branding is wearing a blue shirt and beige slacks today and tomorrow quitting your job, wearing black, studded-leather pants, and riding off on a Harley. Now you have demonstrated that you are changing who you are and how you will act.

A company can change its brand without changing its logo. All it needs to do is demonstrate that they have changed how they do business and that this change will benefit their customers. A new logo or identity is an outward demonstration of what a company aspires to become… once that’s in place, it’s simply a matter of follow-through.

With this in mind, if any of visual communication options listed on my profile page are on your to-do list, I can help, but I expect to work with you, not for you, to create something that is lasting and real and not merely a superficial change. Now show me what you are made of, and let’s go places together.

[Diogenes Ruiz]

This is really good advice! Love the Harley example.
If you are really considering branding or rebranding, hire that man!

[Fred T. Gruber Jr.]

This is spot on! I have read some really good books about branding and your points echo them.

[David DiGirolamo: Visual Comm.]

Thanks!

[David DiGirolamo: Visual Comm.]

Here is a link to an interview with Massimo Vignelli I just discovered where he's giving his thoughts on the new American Airlines identity re-design. His answer to the last question reinforces the ideas I express in the article here. Check it out, it's a quick and profound read:

http://www.businessweek.com/articles/2013-01-18/q-and-a-original-am...