Dictionary.com defines “brand” as a kind, grade, or make, as indicated by a stamp, trademark, or the like. Is this accurate? Yes. Does this definition effectively and comprehensively encompass all that is in a brand? Not quite.

A brand is not only a mark or logo that represents a company, service, or product. So then, what does “brand” mean? A brand can be a lot of things. A brand can be an identity, feeling, communication, representation, attitude, emotion, promise, tradition, association, etc. These are just some of the things that a brand can be.

A unique thing about a brand though is that they can have different meanings for different companies or people. One brand can even have different meanings at different times. The meaning can also change according to its application.

The Gerber brand is one that implies a certain amount of trust. The logo is not only meant to identify a product. It puts a face to the brand that takes on a responsibility of taking good care of our little ones. The UPS brand is also one that implies trust but in a different way. We are supposed to believe that UPS can be trusted to look after our shipments and deliver them in a reasonable time frame. These brands go to great lengths to gain our trust. This is apparent in their logos, websites, advertisements, etc.

The U.S. Virgin Islands’ brand sends a message more focused on fun, relaxation, warmth, and excitement.

The Nike brand can be a representation of quality when you see the logo on a shoe while you are in a store looking for a new pair of kicks. When you see the Nike logo on Tiger Woods’ red polo shirt on a Sunday, the brand takes on a slightly different meaning. Tiger is like a vehicle, driving Nike’s brand image into the minds of all of us lesser golfers. If the best golfer in the world trusts Nike for his game, then a lot of others will too.

What does “brand” mean to you?

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