A brand is what a brand does

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I heard a comment the other day that disturbed me.

To make a point about a particular digital strategy, a presenter shared several examples which happened to be retail-oriented. And then came a question from the audience — “But how can we use this stuff for brand work?”

What? What? What?

A BRAND IS BUILT (OR DESTROYED) WITH EVERYTHING IT DOES.

Every interaction with people is an opportunity to build a brand. Even the retail interactions. I might even argue, ESPECIALLY the retail interactions.

A million-dollar 60-second “anthem” spot is not all that is required.

Customers don’t differentiate between ”brand,” “retail,” “direct response,” “point-of-sale,” “above the line,” or “below the line.”

It’s all just “advertising” to them. They have no idea it was done by different agencies, with different briefs and different objectives. If it has your name or logo attached to it, it’s being added to the collective cloud of mystical stuff that is a “brand.”

Even an error page on a website is a chance to build your brand.

SWEAT THE SMALL ADS.

Building a brand is like a house of cards.

One wrong move can destroy everything you’ve worked for. But if you do it right, people will be mighty impressed.