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Brand is not your logo

One of the things that pisses me off are graphic designers that claim they are brand experts. A local Seattle design/brand house claims.

A brand is a collection of images and ideas that represent a product or service, and the personality of people who provide them.

No, no, and …. no.

Brand consultants either abuse the intangible nature of brand or are too lazy to do the work. Without getting too academic, there is a ton of empirical research the brand professional can leverage. Two giants in the field are David Aaker and Jean-Noel Kapferer. Aaker is known for his brand personality work and is better received stateside. Kapferer takes a more nuanced approach to defining brand, which I prefer. That’s as much academia as I’m going to force on you. If you have time check them out.

However, if you don’t have time – perhaps you’re running your guided trips or outdoor adventures business – how can their work increase your sales? Over the next few posts, I’ll show you.

Disclaimer: I prefer Kapferer and Majken Schultz’s approaches so I’ll steal from their ideas but Aaker’s work is equally valid.

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