Business Tips and Trends
The purpose of brand in business is to drive preference, encourage loyalty, lift margin, and to align the business model with those who believe and buy from that company. Brands help the consumer make choices. For instance, your trying to pick between L’Oreal versus Pantene or Apple versus Windows. Essentially, the brand is what “qualities or attributes” customers will associate with the non-generic product or service. Brand is both factual (i.e.-Tiffany’s jewelry comes in a blue box) and emotional (i.e.-forever, engagement, marriage). Or we can also say that brand is both design and concept.
This is why brand is essential to a business. It is something that exists objectively and helps the public develop a relationship with you as a business. For example, people don’t say they’re “going to get a coffee” when they go to Starbucks. They say, “I’m going to get a Starbucks.” This is a good example of brand loyalty and how a consumer shows a relationship to a brand. It’s about recognizable symbols such as logos and colors, an emotive association from the consumer to your brand, and the way they interact with your brand.
Below an example of how the Starbucks logo began and how it became iconic enough that the text “Starbucks” was dropped from the logo.