What is a Brand?

Most people think a brand is just a logo or a catchy slogan, but it’s so much more; it encompasses your brand identity. It’s how people feel about your business. It’s the first thing that pops into their heads when they hear your name or see your product. And here’s the truth: those feelings about your brand value matter way more than you might think. The godfather of advertising, David Ogilvy once said that a brand is “the intangible sum of a product’s attributes.” Simply put, your brand is what people *think* you are, not just what you say you are.

Your brand is like your business’s personality—what makes you unique, memorable, and trustworthy. But here’s the tricky part: everyone can see your brand identity differently. Some love Target for its style and simplicity; others prefer Walmart for the savings. It’s all about perception, where your brand’s power lies. I’m more of a minimalist, so I view both brands very differently than more people.

Building a strong brand starts with a solid strategy. A good brand strategy clarifies what you do, who you serve, and why you matter. It’s about making sure your message lands with your target audience in a way that feels natural and genuine. Without it, you’re just another business in the crowd, lacking brand equity. But when you get it right, it drives growth and shapes how you’re seen by everyone—customers, employees, investors, and even competitors.

So, what do I Do when creating a brand strategy?

First, I dive into your brand vision, mission, and values. These are the foundation of your brand—the reason you exist and what you stand for. They’re important because your audience wants to know why you’re in business, and your team needs to know what brand value they’re working toward. It’s your north star.

Then, I work on brand positioning. This is all about figuring out where you stand in the market compared to others. You want to carve out a space that’s uniquely yours, where you can be the best option for your target customers. It’s about clarifying why they should choose you and not the competition.

Next comes something I like to call the Brand Mentor Story. People don’t connect with products—they connect with stories. Your brand needs to tell a story that resonates with your audience, where they’re the hero, and you’re the stakeholder guide. You help them solve problems or reach their goals, which makes your brand stick in their minds. (This framework I developed in my last book.)

Your brand voice and tone are also crucial for establishing brand recognition. This is the way you “talk” to your audience. Whether on social media, in emails, or on your website, your brand awareness needs to feel the same. Consistency builds trust.

I also define market segments to determine who you’re talking to. Understanding your different audiences helps you tailor your message to the right people, making your marketing more effective.

Of course, I also craft your value proposition. This is the promise you make to your customers. Why should they choose you over other product or service options? What can you offer as a marketer that no one else can? It must be clear, simple, and something they can’t forget.

Once I’ve nailed all that, I move into brand identity recommendations. This is where the fun stuff happens—logos, colors, fonts, the whole visual package. But remember, this isn’t just about looking good. It’s about ensuring everything reflects who you are and what you stand for. For clients with existing brands, sometimes I recommend small tweaks. For newer brands, the recommendations can be much deeper.

Lastly, I’ll define your brand personality and archetype. Every brand has its vibe, and the stronger yours is, the easier it will be for people to connect with you. With a clear personality, your brand becomes more than just a business—it becomes something people can relate to.

Ultimately, everything in a brand strategy works together to make your brand unforgettable and enhance brand recognition. It’s the blueprint for connecting with your audience, growing your business, and standing out in a crowded market. You should be using all this material to develop your content, social media, outbound and inbound strategy.

Remember… Don’t forget to work on these foundational documents for your brand. You can’t build a large house without a strong foundation. FIN!

Does this sounds like something your business needs to improve brand awareness? I offer a service where I work as a Fractional CMO, diving deep into your brand and helping you create a strategy that gets results. Let’s make your brand something people will never forget.