Everyone In A Company Is Either Benefiting, Or Hurting, the Brand

Branding expert and multiple-times best-selling author (including of 'The Brand Gap' and 'The Branding Flip'), Marty Neumeier, explains what a brand IS and what a brand IS NOT.

"A brand is not what a lot of people say it is," Neumeier points out. "It's not a logo. A logo is a very useful tool for business, but it's not a brand. it's (just) a symbol for the brand.

"A brand is not a product (per se).

"Some people say a brand is a promise the company makes to the customer . . . and there's some truth in that. But that's not (all it is)."

A brand IS A RESULT.

"A brand is a result.

"So a brand is your business reputation.

"And if you don't start there, you don't know what you're doing.

"What's the reputation we're creating (out in the marketplace)?

"Almost everyone in the company is doing something either for the brand, or they're hurting the brand."

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