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BRANDING: What is a brand?

We reveal what 'brand' really means in B2B

What springs to mind when you think of the colour orange, white and orange lettering on the tail of an aircraft or oxygen bubbles rising on a dark blue background? Do you find yourself starting to believe that the future is bright, easy travel is the way forward and maybe you should really see what you can do?

The effects created in one's mind when thinking of these colours and messages, all indicate how much branding can prove effective, as David Thorp, head of Insights group at the CIM, comments, "Products are created in a factory, whilst brands are created in the mind."

The Wikipedia definition of brand is, 'a collection of feelings towards an economic producer; a symbolic embodiment of all the information connected to a company, product or service; including an explicit logo, fonts, colour schemes, symbols, which are developed to represent implicit values, ideas and even personality.'

However, a brand can also denote a company promise and even represent reputation. Sholto Lindsay-Smith, strategy consultant at Uffindell West, comments, "At its simplest level a brand may be seen as a promise. Another way of looking at it is to see a brand as a person's associations with a particular product, service or company."