We love great brands and think they deserve a little recognition.
So many businesses today overlook the power of a great brand. As Fast Companyputs it, "many [people] mistakenly see a brand as [a] logo, an ad campaign or what’s on product packaging. They don’t understand the strategic power that a fully articulated brand platform holds when deployed across all areas of the business."
What a brand embodies is the consumer's impression of the product or service. When a brand is defined, a consumer develops an emotional connection to it. A product or service becomes a living thing that carries with it certain attributes and associations.
When a brand is fully developed, it is "based on the sum of our experiences and interactions with it. Everything a brand does matters because that brand is a “collection of associations in the mind, both conscious and unconscious.” These conscious associations may include the product or service; its features, price and name; its ads and marketing. The unconscious side is the underlying feeling connected to that brand.
"This feeling is built over time by every interaction people have with [a] brand -- where they see it, whom they see it with, its colors and the emotions that the name inspires. This means that every part of [a] business that a consumer is exposed to -- from how [its] products are distributed, to [its] company’s culture and people -- will influence a consumer's gut feeling toward [that] brand."
So when we come across a GREAT brand, we owe the creator some credit. That business owner spent the time to develop a real personality for their product or service. They thought about their ideal consumer and the experience they wanted to create by way of their business. And as consumers, we want to use this blog to thank those creators for their creativity and passion and to show other business owners how much a great brand is worth to an audience.