Seth Godin, the popular author and marketing industry thought leader, once defined a brand as follows:
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
A brand’s value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.
This is a solid definition which helps counter the widely held misconception that your brand is merely your logo or the catchy slogan lining your marketing collateral. On the contrary, your brand is in fact a complex blend of tangible and intangible elements, and, as with any worthwhile investment, real equity is built over a long period of time.
Intangible Elements
The intangible aspects of your brand are often the most challenging to define:
- What does your brand represent?
- What are its core values, its culture, benefits and personality?
- How does it speak to your audience?
These could be thought of as the things people do not readily see, but rather feel and experience when they engage with your brand.
Consider a customer’s journey. How is the onboarding process handled on your website, app, or through your call center? Is it a welcoming, frictionless experience or is it slow and confusing? These interactions—often called brand touchpoints—form a series of associations, feelings, attitudes and perceptions that ultimately shape how people see your brand.
The challenge is to zero in on what is most unique about your offerings and to express it in ways that are both meaningful and memorable to your audience.
Tangible Elements
Once you’ve defined your brand’s personality and values, you can begin shaping the visual identity that reflects them. This includes your logo, wordmark, typography, color palette, and tagline.
These aren’t just design choices — they’re expressions of your brand’s essence. A strong visual identity communicates your values at a glance and reinforces consistency across every touchpoint.
Your brand design is the story you are telling. Social posts, for instance, should consistently reflect your brand’s unique voice and empathize with your audience’s complex array of wants and needs.
Bringing It All Together
When design, messaging, and behavior are aligned, they form a coherent experience that guides all creative, marketing, and communications efforts, ultimately helping build trust and loyalty over time.
Your brand isn’t just what you say — it’s what people remember and feel. It’s the sum total of countless interactions, impressions, and emotional responses.
By clearly defining both the intangible values and tangible expressions, we lay a solid foundation for a brand that not only resonates deeply but also endures.