What is a brand?

A logo? An idea?

People often associate brands with cost; i.e. will it cost me more for a brand because it’s popular. Sometimes yes. Brands are often something referred to when discussing luxury goods, but not everyone buys brands just to look good for buying the brand. Ultimately many brands rely heavily on the simple fact that their product or service is very good.

Coca-cola has many loyal followers, and as it happens their drink is rather delicious and uniquely theirs. Many people of course buy Apple phones because they want to get the popular ‘cool’ phone, but it just so happens that they also perform incredibly well, are reliable and focus on the user's experience over on-paper specs like how much RAM there is.

A brand is an anchor; a way of tethering a person's association with you to a solution. You don't go to Nando's for the fine dining experience, you go because it's damn good chicken pretty much every single time.

Recall & recognition should be in focus for any brand trying to grow.

Brand recognition is "I have heard of that brand". How many logos could you recognise?

Brand recall is "this brand has the solution to my current problem". Problem, need, want.

Brand and strategy go hand in hand. Businesses focus on the money, tactics. Building a brand is taking the time to strategise and create lasting value.

Businesses focus on tactics, money. Brands focus on strategy, change.