Branding Jonathan Poland

A brand is a name, term, design, symbol, or other feature that distinguishes one seller’s goods or services from those of others. It is a way for companies to differentiate themselves from their competitors and create a unique identity in the market. A strong brand can help to build customer loyalty, increase the perceived value of a company’s products or services, and drive business success.

Branding involves creating and managing the elements that make up a brand, including its name, visual identity, and messaging. It also involves building and managing the brand’s reputation and image in the market. This can involve marketing and advertising efforts, as well as efforts to manage the brand’s online presence and reputation.

Overall, a brand is a way for companies to differentiate themselves from their competitors and create a unique identity in the market. It is an important aspect of building and managing a successful business, as it can help to build customer loyalty and drive sales. The following are common elements of a brand.

Brand Architecture
The structure of relationships between the brands of an organization.

Brand Concept
The general idea or abstract meaning behind a brand. Used to provide a consistent direction to your brand strategy.

Brand Culture
The idea that a brand can have a rich identity such as a set of shared experiences and meanings amongst customers.

Brand Equity
Brand equity is the value of a brand. Brands are often considered an intangible asset that have a monetary value that’s typically difficult to calculate.

Brand Family
Using a single brand name for two or more products and services.

Brand Identity
Developing a unique identity for a brand to differentiate it in a crowded market place.

Brand Legacy
Legacy is a strong association between a brand and a type of product. Some brands work hard to build a particular legacy, in other cases a legacy is unwanted. For example, a brand may be associated with a type of product that’s obsolete or out of fashion.

Brand Mission
A short statement about what you represent that’s used to inspire customers and motivate your employees. Many brands have found success taking their mission statement seriously as a foundation of their strategy while others view it as a marketing copy.

Brand Positioning
A brand’s position relative to other offerings in the same market. This usually means niche aspects of your brand that are unique.

Brand Quality
Quality is a relative term that’s usually defined as meeting the expectations of your customers. Many highly successful brands primarily think of their brands as a symbol of quality.

Brand Recognition
Recognition is simply a measure of how many people can identify your brand by its visual symbols such as logo. In many cases, customers feel more comfortable purchasing brands they recognize even if they don’t know much about it.

Brand Values
The character, ethics and integrity behind your brand. In many cases, companies that are strongly driven by a set of principles are able to make these an important part of their brand identity.

Brand Vision
A statement about the future of your brand that creates a sense of excitement or purpose. In many cases, a vision is a far out goal that isn’t reachable in practice but nonetheless says something about you as a brand.

Content Database

Reverse Distribution Jonathan Poland

Reverse Distribution

Reserve distribution is the process of distributing a reserve, which is a reserve amount of money or other resources that…

Good Customer Service Jonathan Poland

Good Customer Service

Good customer service is a service experience that goes above and beyond to meet the needs and expectations of customers,…

Do-It-Yourself Lobbying 150 150 Jonathan Poland

Do-It-Yourself Lobbying

Yes, it is possible to lobby the government without hiring a professional lobbyist. Lobbying, in its essence, involves advocating for…

Brand Strategy Jonathan Poland

Brand Strategy

Brand strategy is the plan that a company has for building and managing its brand over time. It involves defining…

What is a Business Case? Jonathan Poland

What is a Business Case?

A business case is a document that presents a proposal for a project, strategy, or course of action. It is…

Competition Jonathan Poland


Competition is a term that refers to the act of engaging in a contest with others in order to determine…

What is Jevons Effect? Jonathan Poland

What is Jevons Effect?

Jevons paradox, also known as the Jevons effect, is a phenomenon in which an increase in the efficiency of resource…

Lead Qualification Jonathan Poland

Lead Qualification

Lead qualification is the process of identifying the most promising sales leads and focusing sales efforts on those leads that…

Organizational Capital Jonathan Poland

Organizational Capital

Organizational capital refers to the intangible assets and resources within an organization that support its operations and enable it to…