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Apr 04



In: Strategy Insights

I just finished reading two great books on branding, The Brand Gap and Zag. The book's author Marty Neumeier is president of San Francisco based Neutron, a brand consulting firm. I highly recommend these two books to anyone involved in marketing or running a company. I have already been able to apply some of their teachings into my work with our client's marketing strategies. The first thing that Neumeier lays to rest is the idea that a brand is a logo. Ok, sure. A brand is obviously much more than just a logo. However, Marty goes on to state that a brand is also not a comprehensive corporate identity system, and not even a company's product. Ok, well it's got to be the personality of a company's product, right? Nope. His definition of a brand is:

A person's perception of a product, service, experience, or organization.

Basically he says your company's brand isn't what you say it is - it's what they say it is. Your brand is defined by the consumer’s intuitive "get feeling" about your product. It's the difference between your personality and your reputation.

Now, I know that the term "brand" is a pretty broad word, everyone has their own meaning and uses it in a different way. However, I really like how Neumeier describes the term. While it requires me to change the way I use the term, I am going to adopt his meaning. By doing so we can define branding as:

The process of shaping a person's perception of a product, service, experience, or organization.

Perfect—that is what we have been doing all along!


UNION is a full-service digital agency. We create experiences that help brands thrive. We believe to be relevant in today’s marketplace, brands must lead with a digital-first philosophy. We craft engaging digital experiences and integrated campaigns that are built on strategy and driven by data. At the heart of what we do is help brands create meaningful and enduring relationships with highly connected consumers.

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