A Brand is Still a Brand
January 22, 2009 by Heather
At Blogwell, a social media conference taking place today, Scott Cook (founder of Intuit), offered an interesting definition for a brand. He said:
“A brand is no longer what we tell the consumer it is; it is what the consumers tell each other it is.”
Here’s the thing: Has defining a brand ever been as simple as what a company says?
At Costa DeVault, we’ve been in the “branding business” for more than two decades. But, we’re constantly reminding our clients that a brand isn’t a logo … or a tagline … or a piece of collateral. Those are tools that convey your brand.
A brand is the perception formed by your audiences about your company and/or product. That definition remains as true today as it was 20 years ago. Social media doesn’t change the definition. But, social media does offer a new set of tools that companies can leverage to help influence public perception. Companies that embrace social media can engage stakeholders and shape their perceptions.
No matter how many new tools are introduced to the marketplace, it’s important to remember that old adage, “The more things change, the more they stay the same.” A brand is still a brand — defined by public perception, not corporate speak.
Tags: Branding, Social Media
January 22nd, 2009 at 7:14 pm
This is a point that businesses should never forget. Companies are now forced to make their brands much more human … they risk alienating their customers if they’re not willing to listen and engage.
A brand has never been “what we tell the consumer it is.” It has always been “what the consumers tell each other it is.” I would add that social media can help measure public perception as much or more as it can help to influence those perceptions. Sometimes there’s nothing more eye-opening (or humbling) than a quick search for your business on Google, Twitter or Technorati.
- Mike (@30lines)