As explained in Wikipedia a brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artefact or entity.
A little like 'nice' or 'ok', the word 'brand' is often over-used or thrown around casually. When you are looking to develop your product, service or company your aim must be to try and develop a Brand; Budweiser, Guinness, BMW, Nike - these are 'Brands'. Why? Well you understand what they represent, you have a good idea of what their philosophy might be; and love them or hate them, you would probably trust them to deliver what they promise.
That's what you want your customers to do? You want them to trust that you will deliver what you promise. You want your customers to develop a relationship with you and your business, to trust and believe in the service you offer or the product you sell. Many companies claim to have a Brand, but actually all they have is a name or a logo. Their stationery may match, but are they delivering a branded experience? Brand consultancy takes you through the process and teaches how you need to think and act like a Brand.
When we talk about brands at DGR, our goal is to help your company act and behave like a Brand - it's not the size of your marketing budget that defines a brand, it is the way you behave, the way your business is portrayed and the way you communicate. The art of Brand communication.
