- For today's lesson, we're gonna cover three things:
what a brand is, how we define a brand;
the difference between a brand and branding;
and lastly, how to express your brand.
As always, there's a key activity at the end
which will help you work on your brand.
I was taught long ago that a brand
is not a logo.
And I've been seeing this recently on LinkedIn as well.
I don't wanna name any names, but I thought
it would be helpful to share my perspective.
For me, a brand is a logo.
It's a website.
It's a brochure.
It's your product.
It's your service.
It's your messaging, your mission, vision, and values.
It's all of these things combined.
So what is a brand, then?
A brand, simply stated, is an identity.
It is a way of being
that is expressed over time.
It's a living, breathing thing
that often changes as well.
Take a person for example.
You might have someone that's introverted
or extroverted, maybe they like to read a lot,
hang out with friends.
Maybe they spend most of their time with family
or in the great outdoors.
This is what defines them.
This what defines their identity.
And a brand operates very much the same way.
So if this is what a brand is, being an identity,
what is branding?
Well, branding is the activity or the process
of expressing that identity.
And it can be expressed in a number of different ways.
Physical formats might be your ad campaign,
your brochures, flyers.
Digital ways of expressing the brand
would be through your social media, for example,
or your website.
And then there's experiential ways,
which are the sights, the smells, and the sounds.
These are particularly important for brands
that have physical locations.
Think of your local cafe.
You walk in.
Certain smell, particular decor on the wall.
Could even be the cleanliness of their bathroom.
These places that the brand is expressed
are called touchpoints.
So we have the identity expressed
through the process of branding,
and the touchpoint is where that sensation is transferred.
This is the place where your audience
interacts with your brand.
This is what allows a brand to be recalled.
This is what allows a brand to be purchased.
This is what allows your audience, your brand tribe,
to continue to grow.
It's that sensation that's transferred
from your identity to the audience,
which makes a touchpoint so important.
For the key activity,
what I'd love for you to do
is make a list of all your brand touchpoints.
There are gonna be some obvious ones,
but I want you to actually really think through,
and come up with some of the non-obvious ones.
Your website, brochure, maybe it's your storefront,
for example, but it could also be your bathroom,
your email signature, maybe how you answer the phone.
In today's lesson we talked about
what a brand is;
the differences between a brand and branding;
and lastly, brand touchpoints
and why they're so important.
If you have any thoughts or questions
about what you heard today,
go ahead and leave a comment down below,
and I'll see you next time.