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brand definition services

Brand Meaning Is Built Over Time

Ever tried Googling “brand definition”? We did recently and it returned 4.7 billion search results. No wonder people are confused when considering what to tackle when in defining their brands. Perhaps you are one of those people. Perhaps that’s why you came to this page.

Here’s our definition of what a brand is.

“A brand exists in the minds of its customers. It is a collection of perceptions, feelings, promises and experiences that drive people to determine who the brand is, what the brand does and how the brand makes people feel.”

Jeff Bezos famously said and, perhaps said it best when he opined-

“Your brand is what people say about you when your not in the room.”

So, how do you start defining an effective brand, once you’ve gone a thorough brand discovery process?

Words and Messaging Help to Define Brands

We believe that words, carefully chosen and meticulously crafted, play a critical role in creating, positioning and establishing your brand. Words help set the right tone and start to establish the right personality for your brand.

You should start to define your brand by using what you’ve learned during your brand discovery sessions to write (at a minimum) the following:

Brand Positioning Statement

Often called an elevator pitch, the brand positioning statement is a critically important part of beginning to define your brand. Ideally, your brand positioning statement should be between 100 – 150 words and help your audiences easily understand:

  • Who you are
  • What you do
  • Who you do it for
  • Why you matter
  • What makes you different

While answering a handful of questions in a paragraph or two may seem like an easy task, it proves daunting for most organizations. There can be a tendency to try and jam everything in and speak to everyone. Resist that tendency as you’ll end up with a positioning statement that is probably unclear and poorly targeted.

There is also a tendency to have a committee edit brand positioning statements. Resist that as well. It’s fine to invite input and comment but needless and often endless wordsmithing and navel-gazing that usually happens in groups never produce the type of compelling and clear positioning statement your brand needs.

Have a professional and experienced writer draft and finalize your brand positioning statement.

Brand Messaging

During our brand development work with clients, McGill Buckley develops and writes not only the previously brand positioning statements but also comprehensive brand messaging platforms that include brand vision and brand mission statements.

These key brand messages will define who you are, what you do and why your brand matters.

From a practical standpoint, the brand messaging platform will also help form the basis for developing future content for websites, social media properties, collateral materials, marketing campaigns and more.

Need help with defining your brand? We’d be happy to talk.

Let's Talk Branding