You either stand for something, or brand for nothing.
It’s true strong brands stand for something. Brands that commit to a meaningful STANCE —and those who experience them—win. But what is a brand? Is it a clean logo design? A stylish and functional website? Quite a bit of confusion, right? I think the word “brand” is one of those words that is widely used but unevenly understood.
Dictionary’s definition of the term brand
The first dictionary definition of the word “Brand” is, “A type of product manufactured by a particular company under a particular name.” Used in this sense the term Brand could very well be replaced by the term product or trademark. Here at STANCE we feel a brand is about much more than simply the product or service the company is offering.
A brand is really the relationship between the consumer and the company. It’s important to add that sense of humanity into a business if you want to create a good and lasting relationship with your customers. A brand needs to have life to it. A brand must also be purpose driven; having a purpose is a key factor in building a strong and meaningful brand.It helps show your customers what you do and why you’re doing it, and this leads to a much deeper connection.
On a base level you could say it’s about community, tradition, and values. Now were not saying it’s easy getting these ideals across to the public or consumer. It’s a purposeful task that utilizes disciplined, strategic thinking and creativity.
The result is a brand strategy, story and experience that are elegantly simple and ultimately an asset that drives your business ahead.