What is A Brand And How Can You Make One?

Long gone are the days of intricate logos with gold glitter and Brusher Script (no shade y’all) to represent your business in its entirety. Unfortunately, a logo is not enough to create awareness or recognition for a prospective customer to identify your company. You ever walk down a bread aisle and notice, “Wow, there’s a lot of bread here?” but you still manage to pick up your trusty loaf of Ezekial bread that’s been holding your gut health down. Without a shadow of a doubt, you trust this bread because it’s never failed you and calms your mind over the gluten/wheat options that swarm the shelves. There’s a reason as to why you’ve chosen this bread over others, over, and over again.

In today’s day and age, the word brand seems to get tossed around so much that its definition can lack clarity. This time around, let’s chat about what a brand is, why it’s essential to your business, and what goes into building one. You may see definitions that indicate that a brand is synonymous with a logo or a color palette, but the truth is... it’s much deeper than that.

WHAT IS A BRAND?

A brand is an individual’s perception of a product, service, experience, and/or company. Let’s break it down even further for easy-peasy conversation. According to The Brand Gap by Marty Neumeier, a brand is “a mood” (Add to your booklist). This “mood” we speak of is the personality of your business. Now how can something like a brand be personified? Simple, it is based on consumer psychology and the proven fact that humans BUY ACCORDING TO THEIR FEELINGS! Did you know that the brain does what it “feels” like doing, and not what it actually needs to do? For instance, you may feel like eating an entire apple pie even though you may need a green juice.

Companies alike invest a lot of dough in marketing and advertising to make you “feel” like you “need” to purchase a product or service. One of my favorite documentaries, Century of The Self, centered around Edward Bernays, exhibits the transition of America going from a “needs” based economy to a “wants” focused economy influenced by the rapid spread of capitalism as we now know it. Bernays is known as the originator of Public Relations back in the early 1900s. He tapped into the teachings of his cousin, Sigmund Freud, and incorporated his ideologies of human psychology into his strategy. The discovery concluded that people could be controlled by their inner desires and seek liberation from the idiosyncrasies of society that left many oppressed.

Bernays was approached by a tobacco company to “get women to smoke cigarettes” which was completely taboo throughout the states. Bernays devised a plan to get several popular debutantes to smoke a cigarette during one of the nation’s largest televised parades. The press captured this rebellious moment, which sparked the increase of tobacco sales overnight. Every major picture from there on out always included the “tough bad-ass” woman who seemed to be rather unapologetic with a cigarette in tow. Bernays referred to the cigarettes as “torches of freedom” subconsciously liberating women from traditional values. So yes, women began smoking cigarettes to “feel free.” This documentary proves that buying decisions are 100% based on our moods. Although Bernays was the Godfather of Public Relations, I think we can all conclude that he knew a thing or two about brand building. He managed to take ordinary products and create a story behind them that triggered a “mood.” Therefore women began associating cigarette companies with freedom, liberation, and rebellion; a perfect win for just an ordinary business.

BUSINESS VS. BRAND

A business is an organization of people who profit by exchanging goods and services for money. Let’s face it; even the word business can make some of us snooze a bit, so companies invest thousands and even millions in developing, managing, and marketing their unique brand. THE GOAL? To get people to associate a memory/feeling each time they engage with your brand! Let’s use this in a real-life instance with Nike, a global lifestyle company that provides fitness for all people. Now, this is a mouthful and isn’t something people are always going to remember, but their tagline “Just do it” is all the encouragement a person needs when it comes to being motivated and staying inspired. This simple tagline is a call-to-action, letting people know that whatever’s happening, “just do it.” Whenever you think of Nike, you think of high-performance, strength, endurance, determination, ambition…the list could go on. THE GOAL? To become apart of someone’s lifestyle and be fully aligned with their perspectives to shape or elevate the way they feel about themselves (values). A Hermes Kelly bag can make any woman feel elite, whereas a pair of Jordans convince some men that they should’ve gotten drafted in high school. We live in a world where people associate their worth with the things they buy from the brands they love.

EXAMPLES OF GREAT BRANDS

Here are a few businesses that could easily be a person, literally.

SUPREME

I can describe exactly who Supreme is; they’re that cool kid in high-school who brings their skateboard with them to class, ready to hit Prince Street right after the bell rings. Their friends think that they’re a “Hypebeast” who collects sneakers that haven’t even been released yet. They’re always dressed to the nine in cool street gear and blasts Pharrell, Lupe Fiasco, and thinks Kanye West is the GOAT. Supreme is cool, calm, collected, and maintains a sense of exclusivity that is tipping the style-snob scale. Supreme is popular and typically overcharges on anything you ask him to do just because…he can.

On to the business. Supreme is a streetwear and lifestyle brand that originated in NYC. Almost every time you walk past the store, there’s a line around the corner. Whenever there’s a new release, Supreme fans stalk the net for finds or wait outside rain, hail, sleet, or snow for the latest version of a branded toilet plunger. Supreme is so exclusive that it makes the shoppers feel exclusive too, the hype alone keeps the shelves empty. “Oh, you like my shirt, it’s sold out,” is the vibes that every Supremer wants, exclusivity.

GLOSSIER

Glossier is the girl who doesn’t have to try hard to look effortless. She believes that less is more and takes pride in being intentional from her head down to her toes. She’s the friend that lets you know you look good no matter how you’re feeling. She takes aesthetic seriously and serves as the style guru in her group. She takes her “me time” seriously and implements calendar blocks for her self-care ritual. She believes that beauty begins from within and always pauses to remind you to take care of yourself. Her nostalgic style can make anyone feel youthful and inspires your inner child.

I’ve definitely stood outside in the sweltering sun along with 30 other beauty-mavens alongside Lafayette Street, anticipating our entry into the Cosmetic Candyland that awaited us. Glossier’s branding is GORGEOUS, but they’ve also mastered the art of simplifying beauty from their products to their messaging. From makeup to skincare, Ms. Emily Weiss saw a problem: women not feeling comfortable in their own skin. In turn, she created aspirational beauty essentials for the everyday woman looking to enhance her natural radiance. People can see themselves in their campaigns ranging in skin tone, age, weight, and identity. The brand vibes here: accepted, valued, beautiful, and refreshed. I absolutely love opening up my medicine cabinet with an array of pink products perfect enough for a shelfie. The store experience is beyond enjoyable, making any person feel like they’re in a fairy-land of millennial pink and joy. The staff is friendly, affirming, and helpful. I once got a free tube of Balmdotcalm all because the sales associate said my friend and I were too fun? A brand I can stan, Glossier has done it a little too well.

APPLE

Apple is the cool techie who sees beyond what meets the eye. Apple always has the sleekest gadgets and is the technology connoisseur of their friend group. Apple is cool without any explanation and can sit at anyone’s lunch-table. We’re almost sure Apple is going to end up working in Silicon Valley, we know it! Apple is the epitome of innovation, blowing our minds on making what’s complicated convenient and what’s stressful seamless.

I cringe when I get a text message and see a green bubble. Apple has made life so seamless that we don’t mind spending a month’s rent on the newest phone. The technology has made pairing devices harmonious as ever. Apple fans see themselves as innovative, elevated, intellectual, sleek, witty, creative and out-of-the-box. So much so, that it takes us weeks, if not months, to get rid of our iPhone Box unless we use it to store coins. Packaging typically goes in the garbage but not Apple’s (at least not as soon) because of it’s polished and pristine presentation. Can we talk about the experience? For one, the Genius Bar (see the correlation here) has made technical, and customer support a breeze giving customers more power over their purchases. I’ve seen broken down MacBooks be replaced for nearly nothing. Customer service that services the customer first, we love to see it!

So now that we’ve covered a few cool brands, let’s get into what actually makes one. This three-part formula can help almost anyone make a brand, and you will need the following:

WHAT GOES INTO A BRAND?

A BUSINESS IDEA

Of course, to start, we need to figure out exactly what we’re selling, be it a product or service. Be sure to do your research on the market and industry to see if there is a need for what you want to provide. Yes, some markets tend to be oversaturated, but don’t get hung up on hearsay. Investigate and find out what people want and need, observe the demand and trends, and decipher if it’s something you want to invest in. Once your offer has been solidified, start planning, strategizing, and organizing the ways you can bring your idea to life. [Pssst, don’t get hung up on ONE idea, permit yourself to explore and don’t sweat it if things don’t work out].

[example] Gia wants to sell personal-care products for problematic skin. Once you’ve declared exactly what you want to do, it’s time to figure out WHY.

YOUR WHY/PROBLEM TO SOLVE

I have this saying, “If your why doesn’t make you cry, your business cannot survive.” Your why is the driving force and momentum behind the idea you’re selling or in Lehman’s terms, your purpose. Every organization needs one, including yours, so be sure to take the time to search deep within to find your why. Anyone can have a business, but a business is only effective if it solves a common problem experienced by a collective group of people. Your brand may be the solution everyone is looking for. I tell anyone who complains about an issue “Be the solution to the problem.” Figure out an innovative way to bring people convenience, relief, and joy to diminish their dilemmas. In turn, you’ll successfully convert them into brand loyalists because you made their lives that much easier.

[example] Gia creates natural personal-care products to replace the toxic ingredients found in over-the-counter solutions for dry and flaky skin. Gia provides skincare essentials for people to experience the smooth skin they deserve.

YOUR STORY

The cherry on top involves you and your unique story. It’s the dirt and grit audiences are interested in, so don’t be shy to share what inspired you to build this brand in the first place. You don’t have to write an entire biography, use your journey to exude your transparency, relatability, and likeness. When people can see themselves in your brand, they’re more likely to buy into it. They feel included and visible, and who wouldn’t want that?

[example] Gia had experienced a bad eczema outbreak during her senior year in college due to stress, anxiety, and seasonal depression. Inspired to get out of her slump, Gia decided to be the solution to her problem and headed straight to her pantry to concoct a cure. After several batches and testing rounds, Gia found the results she was seeking and couldn’t contain her excitement. As a result of her discovery, Gia wanted to share her cure with the world to help other women who also experience dry and flaky skin. Through her “brand,” she provides women with the skincare they deserve.

I know this was a lot to digest, but here are a few takeaways that we can highlight:

-A brand is a person’s perception of a product, service, experience, or company.

-Your brand is ultimately a mood, so think about how you want to make people feel.

-Bring it to life; your brand is the personality of your business.

-Customers buy according to their emotions and the way they see themselves (value)

-Secure a business idea and make it real.

-Find your why or purpose.

-Share your story.

I hope you were able to take something away from this mini-lesson to help you build your brand! Thank you for reading!