What do we mean when we say “brand”?

It's one of those words like “love” or “art” that means lots of things.

Here's a super-simple way to clarify it for those in the trenches.

BIG B BRAND is your reputation. 

It's based on everything you say & do, your people & products, your past & present. It's people's thoughts & memories of you too. 

Everything & everyone at your company either builds or erodes your Big B Brand.

For Starbucks, it's their 38,000 stores, their 500 products, their bottled & canned cold-brew, Howard Schultz, the mermaid, Neveah the barista, their employee benefits, their ESG programs, green & white, the red holiday cup, and of course pumpkin spice latte.

And this leads to what people think of it (this word cloud is real data via Noah Brier's Brandtags project (RIP)): coffee expensive overpriced everywhere burnt  latte Seattle yum corporate ubiquitous bitter crap delicious caffeine mermaid green trendy etc etc.

LITTLE B BRAND is how people know it’s you.

It's your logo, name, fonts, colors, mascots, signature designs, unique product shapes, famous silhouettes, etc.

This is created & guarded by a team of Brand Standards people in marketing.

For Starbucks, it's the name, the mermaid/siren logo, the green & tan colors, the fonts, the cup silhouette, made-up language, the red cup, the packaging, the materials palette for stores, etc. 

A FEW KEY POINTS about these two things:

🍊  Both matter — a LOT. 

🍊  Some people on your team can only see (or only care about) one of them. 

🍊  Both need tending & nurturing, like a garden.