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What a brand is and Why it’s Important.

Posted By Jason Thomson, Instigator, Jigsaw, Friday, February 5, 2016

Here’s the most common misconception about your recognition “brand.”

Your brand is not your logo.

Yes, your logo (and your colours, typefaces, etc.) are components of your brand. But so is how fast you answer an email, what words you use in an award ceremony, or how someone interacts with your points catalogue.

The reason I mention this is to clear up misconceptions about what your recognition brand is and how you work to build it.

The short answer is that your brand is a promise – it’s the experience you promise to deliver to a customer or partner at any given time. Logo, email, meeting, catalogue – anything.

This is a critical distinction. Brand experiences are everything these days – and that extends to your recognition program. For it to stand up, stand out and thrive, you need to think about what you promise. When you understand what your brand is, you begin to see the need for consistency in look in feel, in language, in spirit and in any part of the experience.

The classic example of the successful brand is Apple. There’s a reason authors regularly cite the company. They’re fanatical about the brand. “Simplicity” is a core tenet of the brand. Everything about the brand experience screams “this is easy to use, easy to activate.” You see it in the design of the iPhone, the packaging of the Macbook, the navigation on the Website, the ability to register for a repair – even making an in store purchase or return. Everything is about that simplicity, and because of that, you are drawn to the quality of the Apple brand.

Your recognition program deserves a brand as powerful and well considered as Apple’s corporate promise. How does your brand measure up? How well do you manage your touchpoints – from visual identity to customer experience? Start here. We’ll be talking more about brand in the coming days.

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