Creation of a brand is quite a difficult task. But what my work helped me understand is that it is even harder to first understand the meaning of a brand. I meet so many people every day. New business is the new trend these days and so you will meet a new entrepreneur or co-founder everyday if u travel even a bit. For a traveler like me, of course the number is greater. These people have a dream and an action plan to get it but what I see lacking in most of them is actual understanding of what a brand is. A random logo recognition by its audience? Some certificate of recognition?
Your everyday audience will not care about your logo. Most of them wont even understand its full meaning or wont bother with it. Do only those companies grow that have some certificates of recognition? A brand that requires recognition from another brand seems ironical in itself right? Branding requires investments but if your investments are governed by your sales then there is a big problem. You cant meet great sales without establishing a great brand and you cant establish a great brand without great investments. Its a vicious circle. This thought has actually drove me to find so many solutions in so many different scenarios. To get out of this loop, one must actually understand the brand. You may have the vision, the dream, the goal.. but that is not what a brand is. Agreed?
