Brands are merely shortcuts for people. They help them solve problems quickly and minimize the thought process.

If we want to get a coffee, we normally don’t want to look at all the options available; narrow down to stores that are in the general vicinity; look at reviews for which ones serve good coffee at a reasonable price; and make a decision based on all of those factors. It’s much easier to look for the nearest Starbucks. You know its quality and its price. You know the general service level, ambiance and wait time. You know what you can expect. That’s its brand. And its brand makes your decision easier.

Imagine if we had to go through an in-depth decision making process for all purchases. We’d be spending all day long trying to determine which were the best options. Grocery shopping would be a nightmare.

The purpose of brands is to help people make decisions. That’s it. We can go on and on about brand promises, attributes and personality. We can develop complex models of perception maps and brand portfolios. But at its essence, people use brands as means to solve immediate problems to avoid putting a lot of thought into it. Don’t lose sight of that.