While everyone’s talking about building a brand, have you ever wondered ‘What actually is branding all about?’

Well that’s what I’m going to orate here today. And before I start verbalizing what exactly branding is, let me compile few popular fallacies around branding.

• Brand is not a product. We often find people flummoxing a product with brand, when you find someone conferring about buying one brand over the other; odds are they are actually conferring about choosing one product over other.
  
  
• Branding isn't about a logo. Don’t get me wrong, a logo is an indispensable part of any business, but it’s not the brand. A logo is an identity/symbol of your company.
  
  
• This is a popular one; a brand is NOT exactly a promise. Yeah, you heard it right. A brand is not exactly a promise, well over a period of time it does end up acting as a promise but that’s not what exactly a brand is.
  
  

Well, I can ascertain you asking; what exactly is a brand then?
 
A brand is a customers feeling about you, your product/service. It’s the result of every single action from you/ your team. It’s the gut feeling that they create in their mind. So, essentially when you’re creating a brand; you ain’t creating one brand. In other words, your brand is like your reputation. It oscillates vis a vis. And one should not be worried about those variations unless most of them collectively fall in the same spectrum you want them to.
 
Now that you have recognized what actually a brand is, you should always look out for the end result instead of focusing on your perspective. Companies often make this mistake of focusing on their PoV while that’s not exactly what a brand is. They think they know what they are doing, but they actually don’t. One needs to acknowledge that a brand is the result of all your activities & not the activities itself.  What you actually need to focus is the end result; the guts feeling you’re creating in your customer’s mind.
 
The question you need to ask yourself is ‘What’s the reputation we've created though our product/service, the design, the message we’re sending out, look & feel, how our employees behavior is affecting, how our culture is affecting, etc.’ All these stuff counts. Your brand is a whole package & almost everyone & everything in your company is either creating or affecting your brand. 

So what are you doing in-order to build your brand?
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