Building Brands and Brand Nations: A Series. What is a brand?

Why do we talk about branding so much?
What does it really mean for your business?
Your brand is not simply a logo. Or a name. Or a web site.
Your brand is an entire identity.
Simply put, your brand is how people think about you.
Your brand helps you become an integral part of people’s lives.

Your brand helps define who you are in the environment in which you exist—in your community, your region, or on the web.

Your best brand research—that is, learning how people think about you and differentiate you from your competition—will come from your current customers.

But that’s just the beginning, because you’ve also got to be able to interpret that information in a fresh and transformative way for your branding to be effective.
When your message is too familiar, you’ll be confused with your competitors.

When your branding is done right, your brand will help your customers understand that you “get them”, and that you are a perfect fit.

It’s how you begin building your brand—and your brand nation of loyalists and evangelists.

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