Member-only story
Brand is built by everyone, not just marketing
Customer experience plays more of a role in brand-building
Many folks hear the word Brand and immediately think “marketing.” The fact is, while marketing and Brand are closely associated, marketing, for the most part, isn’t how a company builds Brand.
(Yes, we’re using big B for Brand as I am writing about the overarching concept as opposed to a brand of soup.)
What Brand Is
The fact that many equate brand with marketing is understandable. Usually, people talking on and on about Brand or writing about it are marketing folks (me included).
But here’s the thing, Brand is so much more than marketing.
Brand is the sum total of everything a company does, how it acts in the world, and how the world perceives it.
The reality is that almost all Brand building is not done by marketing. That might sound surprising coming from a marketing guy but hear me out.
Marketing is a Subset
Think about it from the viewpoint of a consumer. They first hear about your product or service. Then maybe they see an ad or two. Maybe they see it on a friend’s Instagram feed. And they decide to buy or sign up.
