Why is brand so important? Why does the modern business need to take it so seriously? Why do leaders need to understand this subject and use brand thinking to grow? What even is a brand? Why should we care?
Your brand is so much more than a logo and some fonts. Your brand is the meaning people attach to you and your offer. It's your reputation that exists in their hearts and minds.
This is how other brilliant minds define it:
"What other people say about you when you’re not in the room." Jeff Bezos | Technology Entrepreneur & Founder of Amazon
"A person’s gut feeling about a product, service or organization." Marty Neumeier | Author & Director of CEO Branding at Liquid Agency
"The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another" Seth Godin | Author & Speaker
"Branding" is a strategic alignment tool. It is the "management of meaning". You need to define it. Nurture it. Use it to make decisions and align your leaders and your company.
Without it you will splinter, waste time, waste resources and money and end up in a mess.
Don’t do that. Manage your meaning by using brand strategy.