What is a brand?
My 6-year-old niece once posed this seemingly simple question. Yet, I found myself grappling with how to provide a concise answer. Explaining it without resorting to marketing jargon proved to be quite the challenge. I needed a moment to gather my thoughts, to avoid delivering a spiel that might have sounded more like an advertisement than a genuine explanation.
As I embarked on the task of explaining what a brand truly is, I couldn’t help but doubt my own understanding, if only for a moment.
Communicating the essence of a brand in a straightforward manner was no small feat. But, being the inquisitive soul she is, my niece was determined to uncover the mystery. I took this as an opportunity to indulge her curiosity and embarked on a journey of simplification.
Together, we strolled past various businesses, engaging in a lively conversation about each one. And then, like a beacon of inspiration, we spotted those iconic Golden Arches on the horizon. Seizing the moment, I asked her, “How do you recognise something that comes from McDonald’s?” Her response was a charming blend of enthusiasm and observation: the letter M, the cheerful meal box, the inviting playground, chicken McNuggets, pancakes, and the irresistible allure of a hot fudge Sundae.
I felt a surge of excitement – I was onto something profound. Through her interaction with McDonald’s, my niece had encountered not only her favourite treats but also the artful packaging and the unforgettable brand emblem, the distinctive letter ‘M’.
This, my friends, was a prime example of a potent brand identity, etched into her memory.
Curiosity piqued, I probed further.
“So, what thoughts come to your mind when you think of McDonald’s?” The innocence in her eyes held a treasure trove of candid perceptions: “It’s fast food, not really that healthy, but sometimes Mama and Papa let’s us have it. The toys are sometimes good, but the last few were bad.”
Next, I inquired, “How does McDonald’s make you feel?” A radiant smile graced her face as she exclaimed, “Happy!” And why, you might wonder? Because every interaction with McDonald’s had left an indelible mark of delight, an experience that, to her, was nothing short of extraordinary.
In its simplest essence, a brand could be the sum of people’s perceptions about you.
Yet, a truly exceptional brand goes beyond mere thoughts – it evokes positive emotions. It taps into that age-old wisdom: memories might blur, but the feelings you evoke stay etched in hearts and minds.
Explaining branding to a 6-year-old isn’t just about simplification; it’s about distilling the essence while preserving the magic.
A brand isn’t just a collection of products or services; it’s an emotional connection, a series of moments that create lasting impact. It’s the intangible thread that weaves memories together, even when the specifics begin to fade.
So, what truly shapes how a brand is perceived? It’s in the way you communicate, the actions you take, the emotions you ignite, and the image you project. The contrast between a good brand and a not-so-great one lies in the feelings they evoke and the connections they forge.
In Byron Sharp’s book “How Brands Grow,” a fundamental principle of branding is underscored: a strong brand isn’t merely about awareness, but about creating a positive emotional bond. When people encounter a brand, they should feel a surge of positivity, a warmth that lingers long after the encounter. It’s this emotional resonance that sets the stage for a memorable and impactful brand.
So, as we venture into the world of branding, let’s remember the wisdom of a curious 6-year-old.
A brand isn’t just what people think of you; it’s the emotion they associate with your name. It’s the happiness, the trust, and the joy that you evoke – the intangible essence that forms the heart of branding. And in the pursuit of creating remarkable brands, let’s aim not just to capture attention, but to leave an indelible mark on the heart.
Here’s to brands that resonate, inspire, and ignite emotions – the ones that leave us smiling, just like the memory of my niece’s happy encounter with those familiar Golden Arches.
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Cheers,
DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia
THE CREATIVE STRATEGIST 