The American Marketing Association defines a brand as, “A Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”

Brands are much more to us than designs and symbols that differentiate. There are an infinite number of definitions of a brand, here are just twenty.

A Brand Is

1. A promise.
2. The way we differentiate this from that.
3. Whatever the customer believes about a company.
4. A feeling created.
5. The tangible representation of personal or company values.
6. A set of expectations met.
7. The way a person or company communicates what they do and why they do it.
8. Trust built between a customer and a business.
9. A company asset.
10. Your word.
11. A set of unique benefits.
12. Reasons to buy, or buy into something.
13. A story we tell ourselves.
14. Communication with and without words.
15. A symbol of belonging.
16. Signals sent.
17. A waymarker.
18. The experience a customer has.
19. A complete field guide to a business.
20. The impression that’s left at the last interaction.

What’s your definition?

Image by Painted Book Lady.