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A brand is a complex combination of components that make it instantly identifiable to consumers. 

Thinks about some of the most iconic brands: Coca-Cola, Chevrolet, Nike and Apple Computer. Notice how just naming those brands instantly creates within you a sense of powerful recognition and even an emotional resonance. 

That’s the power of a brand that has successfully created a multifaceted array of psychological meanings for consumers.

Newbie entrepreneurs seeking to create a brand tend to misunderstand just what a brand is. It’s not your logo, your company name, your website, your advertising, or even the product itself. That’s right — “the product” is not equal to “the brand.” A brand is all the “stuff” that feels intangible. It’s an intellectual-emotional connection that differentiates what you are selling from the competition and everything else.

Having clarity on what a brand is will help you undertake the process of creating your own unique brand. Some key elements in that process are:



Creating a purpose is one thing but creating a “defining purpose” is what is essential for branding. Every product makes a promise to deliver certain benefits to those who buy it. It is incumbent on the business owner to communicate the specific defining purpose of the brand. 

This is done in two ways, intentional and functional. The first refers to the success of the product in terms of commercial goals — to make money. The second relates to what good the product will bring to the lives of people and the world. Think about functionality and your intention when crafting marketing messages about your brand.



This means that the seller must be careful to keep all media messaging about the brand consistent across all platforms. For example, advertising done on social media should be highly recognizable as the same product that appears in a TV ad. The packaging must also look exactly like what gets posted on Facebook, Twitter and others. Not being consistent confuses the market base and/or works to water down the overall thrust of the brand image.



The fact is that customers more often use emotion to make a purchase than rational/intellectual thought about practicalities. These are important, but if people don’t connect emotionally with a brand, that brand will never gain legs and establish itself in the minds and hearts of millions of buyers.

Thus, taking a proactive approach to instill an emotional element into your brand will be a primary goal and challenge.