There are many definitions of a brand. We think the most effective and actionable definition is the one below.

• A brand is the promise a company can consistently deliver and OWN.
• That its competitors either can’t or more likely can also own but don’t.
• That its prospects and customers value.

Some additional thoughts…

The brand promise must be one that manifests itself consistently in the customer experience and is communicated consistently throughout all forms of marketing communication.

“Every employee shares an understanding of the brand promise and their particular role in delivering on that promise.” Over time the brand becomes a relationship an individual has with a company, product or a service. Like an interpersonal relationship, relationships with brands are dynamic, emotional and based on one’s aggregate experience.