This is a useful excerpt from a book I’m reading entitled Brand Strategy, Design and Implementation of Corporate & Product Identity by Helen Vaid. As a branding professional you will constantly be asked to explain the service and purpose of the work you perform and it’s important to convey this in a simple way to potential clients. Here is how it is conveyed in the book:
“A brand is defined as a distinct product, service or business. Branding is the act of impressing a product, service or business on the mind of a consumer or set of consumers. The process of branding may last a lifetime or while the consumer remains in the demographic group.”
I think the terms “consumer” and “demographic group” might need a little breaking-down for the novice, but overall in the given context, I think it can be pretty widely understood. One of the challenges we have as Branders and Marketeers is discussing our value to clients using simple language. It seems easy, but once you start your spiel it’s easy to revert to the industry language you use in trade articles and in chats with your colleagues… Keep it simple.
Your partner in branding,
Jesse Mills
http://www.mconsultingfirm.com
http://www.bespokebranding.com
