In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands and you immediately know what they promise: McDonald’s, Pepsi, Budweiser, Ford, Apple.
You know what you’re going to get with a well-branded product or service.
All of this can lead to sub-brands, like iPhone and iPad which acquire the aura of the parent brand.
It takes a lot of time, money and very hard work to build and maintain great brands like that, brands that can speak volumes in just a few syllables.
That’s why don’t understand when a prospective client asks us for a quick “Brand”.
It happens a lot more often than you’d think. We love developing brands from scratch but when the client needs something quick, there’d better be a strong existing brand already in place.
If you’re going to develop your brand, the last thing you want to do is follow the beaten path. You want to head down your own road. Your brand has to plant itself in the hearts and minds (especially hearts) of prospects and customers.
It also has to be memorable. Your brand is the focus of all your marketing efforts (yes, it needs to say something about your company, connect with your target market, be motivating in some way and always create loyalty).
Sometimes a brand is memorable because of the little things. 
When you think about your brand, think about all the elements: promise, personality, look, voice, service, attributes, memorability, even patina. There’s a good chance that if you ask customers, prospects and competitors about it, you’ll be surprised at how strong your brand actually is.
It’s shorthand for what you are.
Does your brand make you feel great about your own company?
