What is a brand? Definition and creation

Look around your industry... Do most brands sound (and look) exactly the same? That’s the sea of sameness, and the last thing you want to do is drown in it.  The good news? With the right strategy, you can make your brand unique and unforgettable. Check the comments for our latest blog post that explores how to stand out, what real differentiation looks like, and the mistakes to avoid when trying to be “different.”

Look around your industry... Do most brands sound (and look) exactly the same? That’s the sea of sameness, and the last thing you want to do is drown in it.  The good news? With the right strategy, you can make your brand unique and unforgettable. Check the comments for our latest blog post that explores how to stand out, what real differentiation looks like, and the mistakes to avoid when trying to be “different.”

Branding is just positioning. Take two well-known soaps: Lifebuoy and Dove. Both clean. Both sell soap. But their brands tell completely different stories: Lifebuoy says: “Protection” Dove says: “Self-care” Same product. Different positioning. Different perception. That’s the power of branding, it’s not about the product itself; it’s about the story you tell, the space you occupy in people’s minds. As a branding expert, I help businesses find their unique position so they don’t just compete, they own their category. Remember: People don’t buy products, they buy what the product means. #branding #brand #brandperception #brandingexpert

What if you could capture 15% more market share simply by differentiating your brand? In especially crowded or saturated industries, standing out is critical. Differentiation is what makes customers choose your brand over competitors, even when there are several similar offerings. In today’s Brand Growth Advisor session, we’ll explore why many brands struggle to differentiate, how it affects their market position, and a step-by-step guide to creating a brand strategy that sets you apart.

Reinvention won’t solve your brand perception woes. Brands often spend big trying to shift what people think of them – only to find that perceptions are stuck. In Philip Mecredy's latest piece from TRA, he makes the case that consistent positioning beats constant reinvention. If your brand feels like it’s always “refreshing,” you may be eroding the very memory structures you’re trying to build. Focus on what already works – reinforce it and let coherence do the heavy lifting. Read the full article here: https://lnkd.in/gjjRZvsG Want more thinking like this? Subscribe to TRA Frame for regular insights straight to your inbox: https://lnkd.in/gdKnsHyE

Every strong brand I’ve seen has one thing in common: authenticity. Not the buzzword version, but the kind that comes from telling a story that feels true: who you are, why you exist, and what you care about. In a market crowded with noise, the brands that win are the ones that let people in on their story. Because people don’t just buy products, they buy meaning.

Bold Bean Cº is a great example of a new brand adding value to a dusty category, using a compelling brand idea, outstanding product and distinctive marketing to support a price premium. David Taylor walks through their key success drivers: 🚀 Define a clear brand purpose 🚀 Create a distinctive verbal identity 🚀 Deliver a superior product 🚀 Break the mould with distinctive packaging 🚀 Drive new consumption occasions 🚀 Stretch strategically 🚀 Support a price premium https://lnkd.in/eE7hZfYY Amelia Christie-Miller

Brands today face a unique paradox. Consumers are hyper-aware, quick to spot a dupe, and demand authenticity. Simultaneously, investors are pushing for cultural relevance and strong financial performance. The rise of "dupes" and "superfakes" is challenging the very foundation of brand equity, exposing whether a brand's name truly carries meaning or just a price premium. The key to navigating this environment is building a brand that lasts—one that can't be easily imitated. It's about creating a defensible moat built on authenticity, durability, and values that align with a discerning consumer base. It's no longer enough to just create a brand; you have to create a brand that is impossible to fool. 🔗 https://lnkd.in/gppWKEJ3 #Branding #Marketing #BrandEquity #ConsumerBehavior #Retail

Brand lift studies are an important tool for measuring awareness. They show how well people recall your brand, how perception is shifting, and how recognition is growing. These are the signals that awareness is creating future demand.

Branding isn’t how you look. It’s how people feel when they experience you. The most magnetic brands don’t just grab attention, they create attachment. It’s the energy you transmit. The emotion you leave behind. And that’s what separates a brand that sells once from a brand that stays in someone’s life. Are you building a look or building loyalty? #luxurybranding #brandstrategy