Brand is personality.
The goal of brand is to bridge the distance between a business strategy and the customers' experience.
Most people think brand is just the name of a company or a logo, but brand is much more than that. It is really the perception people have of a product, service or organization.
That perception translates into a personality which is determined by everyone and everything associated with the customer experience including:
- Product quality and reliability
- Marketing communications including website functionality
- Employee interaction with customers and prospects.
A properly developed brand personality that totally reflects a company's business strategy and its customers' experience can assure its future success.