A brand is a product or company that has a distinct identity in a consumer's mind. Having a brand helps companies add tremendous value by giving them recall and a competitive edge.
To most consumers, a brand translates into a promise that the product or company consistently delivers on. While marketing and advertising can help reach new consumers, if your product doesn't make a clear promise and perennially deliver on it, there’s no brand. Essentially, you cannot solve for growth of a sub-standard product with marketing or advertising. While it may seem to work in the short term, the true test of whether popularity translates into a brand is only tested with time.
At its core, a brand is a connection of trust between a company and its consumer.
When one person makes a promise to another, it creates a relationship between them. If the pledge is fulfilled, it builds trust, resulting in a valuable connection. Research shows conclusively that making a promise and then delivering on it has a greater positive impact on the recipient than simply doing a favor or a service for that person. Consider these three promises from competitors in the same industry: Allstate's "You're in good hands," "Nationwide is on your side," and Geico's "15 minutes could save you 15%." Only Geico's is direct and verifiable. It means that just 15 minutes of your time can save you 15% over your current insurance. That creates a connection. And if you take the 15 minutes and save 15% (or more), the company has built trust. Allstate and Nationwide imply promises - but essentially about themselves rather than the customer: Our hands are good hands, and we are on your side. Their promises aren't verifiable. What does "good" mean in practice? And how does "on your side" play out? This is an excerpt from: The Right Way to Build Your Brand - HBR
Some customer promise examples that helped build lasting brands:
1. Fevicol - "Fevicol Ka Jod Hai, Tootega Nahi" (The bond of Fevicol will not break) 2. LIC - "Zindagi ke saath bhi, Zindagi ke baad bhi" (With you in life and afterlife) 3. VISA - "Everywhere you want it to be." 4. Taj Hotels - "Tajness" 5. Volvo - "For life" 6. iPhone - "Shot on iPhone", "Privacy: That's iPhone", "Relax, It's iPhone" 7. MacBook - "Light. Years ahead" 8. Southwest Airlines - "Low fares. Nothing to hide"