Best explanation I've seen of what makes a "brand" By Scott Thomas, via @jessicahische https://t.co/noYygFHMdZ

Best definition of brand I've ever seen. In a world where everything is becoming commoditized, understanding what makes a brand is key. h/t @ThisIsSethsBlog

To me, brands are like software. A brand is made up of a finite number of input variables (product form factor, color schemes, tone, personality, aspirations, price, ingredients/inputs) that are its source code. These values and aesthetics are programmed, but unlike software they are not deterministic. Each consumer transacts with a brand based on ... See more

A brand is not an object. It’s not something you can simply define in words or pictures, put away and take out to reference every so often. A true brand is a living thing—like a person. A fusion of motivations and beliefs, personality and purpose, appearance and actions, that continually defines and reveals itself through every interaction and poin... See more

A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to th... See more

What is a brand?

Firstly, here is what it is not…

: A logo

: A product

: A fancy office

The best definition I ever heard is this…

A brand is the most valuable piece of real estate in the world: a corner of someone’s mind.

In reality, a brand only ever exists in the minds of customers.

And there’s a further nuance.

A brand’s value isn’t determined solely by ... See more

Brent Beshore, on Brands: Most people think brands are made up of logos and slogans, but here's another way to think about it: "A brand is the range of expected outcomes you can expect from any company or person... What you can count on, rely on, and plan around." It's a set of expectations people have when they interact with you. I like th... See more