Today, I presented about brand metrics and measurement at BrandStrat Summit by Cult Creative.
As I spoke about brand, I saw some eyes lit up in the room. So I wanted to share a part of my presentation here.
Complete the sentence. A brand is...
- A promise
- An expectation
- Quality
- Your USP
- An identity
I quizzed the room and got back all sorts of responses.
And there lies the problem.
There's no one single definition. Everyone thinks very differently about what a brand is.
The best definition I've read about what a brand is by Marty Neumeier – who wrote the Brand Gap. He says:
A brand is a person's gut feeling about a product, service, or company
It's not what you say your brand is. Anybody can say their brand is innovative and they care for their customers.
But it's the customers who define what your brand is.
So – if people don't portray your brand the way you want, it means your company is not doing the work it could and should to keep up its promise.
Conferences bring energy 💥
If you've been feeling a little unmotivated – I suggest attending a conference. It doesn't even have to be Underdog Con.
But go where people show up with energy. Energy, as "woo-woo" it may sound – is contagious. Put yourself in an environment filled with positivity, and you can't help but feel positive as well.
Environment matters more than motivation.
Underdog Sales Con this Friday, 4th Oct – will see people with the most contagious energy attending.
