There is often talk about “brand values” and “protecting/building a brand”, but what is a “brand” in today’s digital economy. And is it just the result of good design work?
Seth Godin’s definition from a recent blog post is :
“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. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. “
He argues that 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.
No mention of design. A brand used to be a logo or design or packaging. But in today’s world, these often just mark a brand’s existence.
A company’s online presence and reputation can help to build and support a brand’s value.
To understand more about how effective use of the internet can help your brand, call WSI today on 01928 787026.
