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What Does “Brand” Really Mean?

Futurpreneur | October 4, 2010

What does brand really mean? Ted Matthews, Brand Coach and Managing Partner of Instinct Brand Equity, answers this in his book, Brand: It Ain’t the Logo * It’s what people think of you. According to Matthews, successful branding is as simple (or as complicated) as that. It’s not a matter of personal choice; it’s how people view your brand. Therefore, it’s important that when building your brand, you follow Matthews’ rules: consistency, management and time.

• Be consistent with your messaging. You won’t build trust or loyalty in your brand if you’re constantly changing it.

• As the owner of your company, you are responsible for the management of your brand. If you don’t understand it and communicate it effectively, you can’t expect your employees to do so either.

• Finally, give it time. Branding is a process, not an overnight event.

Brand: It Ain’t the Logo delivers clear and concise guidance to building your brand and includes interesting quotes and stories about the successes and failures of some famous brands. It’s a great read and we highly recommend it!