Brands: Understanding What They Are

Many people ask the question about brands, regarding what they really are. The truth is that there is no real definition of brands because it relates to influencing emotions. Emotions is a huge topic which can lead in many directions, whether it’s positive or negative. When we understand this concept, we can recognise that brands mean many things.
History of Brands
The term ‘brands’ was born more than half a century ago. It was closely used as a way for cattle and horse ranches to pinpoint their animals. In the late 1880s, boxed goods such as Coca-Cola started taking off. This is where the term ‘brands’ became bigger. Brands are now used all over the world. This is to differentiate products and services from competitors.
What are Brands?
There is far more to brands than just a name and logo. Brands are the feel and tone of a business and what it provides its customers. Brands are not just logos. Brands are not just identities. Brands are not just products. Brands are a person’s internal feelings about a product, service, or organisation.
Evolution of Brands
Branding has evolved throughout history. Brands have become more subjective – more about perception and accumulated meaning. Our conception of what a brand is has become more and more complicated. It can be difficult to define, and hard to pin down with a single definition. So if brands are many things, what are they made up of?
Different Meanings
A single brand means somewhat unique to each person. Whether it’s a current consumer, potential consumer or an employee. Brands are dynamic and ever evolving. Brands can play a different role depending on who they interact with and when. Some people connect with certain aspects of a brand. Some connect meaningfully and passionately with another. Brands have distinct meanings to various people at different times. They mostly play the role of creating:
Feelings and Emotions
When you ask people why they love certain brands, it is often hard for them to determine. They might provide a list of rational and logical reasons. But, in the end, it often comes down to a feeling or an emotion. That is the most important role of brands.

Ask yourself this: How do your favourite brands make you feel? Why does that feeling mean something to you? Successful brands today are always emotionally immersed with a certain energy. They hold great emotional meaning for individuals. That is what makes brands loved and respected with the best opinions.
Recognisable Traits
Consider all types of brands – big and small, global and local, new and old. Consider what businesses lack branding. Consider what makes them different from businesses who have built a brand they truly rely on. There is a lot to learn from all the brands we interact with every day because they are extremely influential. Each brand is meaningful because of something different that it reflects.
When we talk about defining what a brand is, we often talk about what makes a brand impactful. For a business, they want stronger ROI. They also want to achieve a more aligned leadership and engaged workplace. When a business can make a positive impact through brands, they can grow and expand. The business can be recognised for its positively impactful efforts.
Brings People Together
Creating a shared understanding about how you define your brand is important. Also, what your brand means to your business can create powerful growth. It enables you to hold a vision and set strong foundations. With alignment around what makes your brand unique, you can build an influential marketing strategy. When people share a vision, they come together much stronger. When designing a brand or many brands, it is important to come together with your team to consider what your brand awareness will require.
Kickass Media Digital Transformation Agency
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