Digital Marketing, Power Of

The Power of Brand

As a recovering attorney who dabbled in trademark law back in the day, I have long respected the power of brand. Brand cuts through clutter. It transforms the mundane into the emotional. It raises expectations.

The best brand stewards understand that they aren’t responsible for protecting mere words, symbols, and sounds. They’re responsible for delivering on the fundamental promise of any brand—that each customer’s experience will meet or exceed the last.

Brands are not, therefore, static creatures.  They rise and fall on the collective experience of their consumers.  And while nostalgia may insulate some brands from their missteps, change is a constant that all brands must weather through innovation and evolution.

So what is the power of brand?  It is the power to be uniquely understood, appreciated, and valued by consumers in a world of ever-expanding choice.  And that is a power far beyond mere words.

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  1. geoffliving says

    This is spot on. A brand lives and dies by its experience.  The rest is just empty promises if the experience doesn’t back it up!

  2. Doug Brown says

    It seems that this excellent definition might be expanded a bit further to also include the way brands experience consumers, which is now an undeniable part of the two-way brand/customer engagement.

  3. ginarau says

    This is a great way of talking about a brand. So many marketers define their brand by a logo, color or font, but the truth is that a brand is defined by every interaction and experience that someone has with that brand – from a commercial to using the product, placing an order, talking with a friend, etc. A brand encompasses a personality, a culture, and persona, and to some degree the reflection of it’s advocates.
    Defining a brand isn’t easy, and as you mentioned Jeff, lives in a world of constant change, but it’s critical to not overlook the importance, and power, of your brand. 

  4. Todd Greene says

    Be careful, though. Although customer service and excellent customer experiences are rarely a bad choice for brand emphasis, they do not always represent the brand. Consistency really is the answer. If you need to choose “lowest price” as your brand story, then your prices better always be lowest. If accessibility is your brand, then you had always be open and transparent. If customer service is your brand story, then you had better always treat customers like kings. Sometimes, though, businesses can’t do it all, and they must focus on one.

  5. William says

    Great write-up and even better replies. Brand is not only created by a group of people, but all customers. It is too easy to overlook the importance of every individual who is associated within the organization.

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