The best definition of a brand

A brand is…

A logo.
A promise.
A perception.
A defining mark.
An intangible asset.
A set of expectations.
A way to identify one seller from another.
A mental picture of the company’s identity.
An encapsulation of a company’s mission, vision and value proposition.
A shorthand marketing message that create emotional bonds with the consumer.

There are many definitions of a brand. But, in my opinion, the best definition is that a brand is a story.

In every great story, you have: a hero, an obstacle to overcome, a villain, a wise mentor or instrument to help the hero ultimately save the day. The hero is the customer. The obstacle, the problem they’re trying to solve. The villain is your competitors who would lead him or her astray. And your company is the means by which the hero triumphs.

A great story is uplifting and inspirational. It makes us feel something and at times moves us to take action in our ordinary lives. It’s memorable and can make us think differently about the world.

Every great brand is a great story. Write yours.