The whole idea of branding can be confusing for a lot of smart people. And it’s easy to see why with all of the different definitions floating around—is it what other people say you are? Is it your logo? Or the website & other promotional channels?
The simplest way to wrap our minds around this is to think of it as a promise we’re making of what to expect, and how well we consistently deliver on that promise.
This all comes down to the EXPERIENCE we’re offering. Are we who we say we are?
When we think of it as a promise, we’re in control—we manage the expectations and experience of that promise. If we allow others to define who we are, we’re constantly in a reaction mode.
This goes beyond what we say in bulletins, brochures, & billboards to what we actually do.
Everything else is just a channel for delivering on that promise.