I’ve become a bit more immersed in brands over the previous, self-isolated months. My slow, but continuous, transition into the world of marketing has opened my eyes a bit to see how design and product combine into a company. And how that company is distilled all the way down to its most pure form – it’s brand.
This journey has been accelerated by the reading of a new magazine I’ve found, called B. I highly recommend it to anyone interested in learning about some of the world’s leading brands.
One theme they allude to, which I full-heartedly agree with, is that branding is the intersection of beauty, philosophy, price, and practicality. This defined brand must be fully understood and perpetuated by its leadership, its employees, and, most importantly, it’s customers. If people are not talking about your product in the way you want them to talk about it, you are essentially failing at branding.
A great product is necessary to get an initial interest in your solution. A great sales team pushes this product in people’s hands. A great team helps your organization scale. But a great brand creates a perpetual aura around a company that is hard to break. It creates raving fans who sing your praises. It can cover your flaws when your products flop. And it can turn a company into a legend.
Conscious, intentional branding is essential to building a superstar organization.