The English term “brand” – from which “branding” derives – comes from a Scandinavian Germanic root whose meaning was “to mark with fire“. We can talk about brand when literally “mark” an animal to identify its owner, but we also use this term when we talk about the attributes of a product, service or organisation that leave a lasting impression on the consumer’s mind.
A brand is a promise of satisfaction, lifestyle, is a sign, a metaphor that operates as a tacit contract between a company and its customers, is a minimal identifying message, a kind of micro-discourse of the identity of the organisation, or it is the synthesis of positioning, a synonym of notoriety, prestige and personality.
The brand is built through the association of values, those that reside in the minds of our customers. Branding strengthens a good reputation, fosters loyalty and a sense of belonging. The strongest brands occupy a well-defined position rooted in people’s mind.
When we refer to a brand, we refer to a concept that brings value and differentiation to products, services, organisations, and even to territories. We refer to a set of values that represent an identity, a way of looking at life, it is a communicational good, a distinctive sign, a living asset of companies based on emotional, rational, cultural and psychological principles.
Finally, remember that every brand must tell a story, people love good stories.