{"id":836,"date":"2011-02-03T14:40:54","date_gmt":"2011-02-03T19:40:54","guid":{"rendered":"http:\/\/www.archimediastudios.com\/corporate\/?p=836"},"modified":"2011-02-03T20:14:16","modified_gmt":"2011-02-04T01:14:16","slug":"what-is-brand","status":"publish","type":"post","link":"https:\/\/www.archimediastudios.com\/corporate\/2011\/02\/what-is-brand\/","title":{"rendered":"What is Brand?"},"content":{"rendered":"<p><strong><a rel=\"attachment wp-att-839\" href=\"http:\/\/www.archimediastudios.com\/corporate\/2011\/02\/what-is-brand\/starbucks-logo\/\"><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-thumbnail wp-image-839\" style=\"margin-top: 50px; margin-bottom: 50px;\" title=\"starbucks-logo\" src=\"http:\/\/www.archimediastudios.com\/corporate\/wp-content\/uploads\/2011\/02\/starbucks-logo-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.archimediastudios.com\/corporate\/wp-content\/uploads\/2011\/02\/starbucks-logo-150x150.jpg 150w, https:\/\/www.archimediastudios.com\/corporate\/wp-content\/uploads\/2011\/02\/starbucks-logo-300x300.jpg 300w, https:\/\/www.archimediastudios.com\/corporate\/wp-content\/uploads\/2011\/02\/starbucks-logo.jpg 400w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/a>Brand. \u00a0What is it?<\/strong><\/p>\n<p>A brand is the set of characteristics, the personality, the way of doing business with you that is evident to anyone who does business with you, or who observes you.<\/p>\n<ul>\n<li>It tells people who you are.<\/li>\n<li>It tells people what you\u2019re like when they do business with you.<\/li>\n<li>It tells people what your personality is.<\/li>\n<li>It tells people what you know\u2026or don\u2019t know.<\/li>\n<li>It tells people what they can expect from you.<\/li>\n<li>It evokes a feeling based on all of the above.<\/li>\n<\/ul>\n<p>Let\u2019s look at a an example:<\/p>\n<p><strong>Starbucks<\/strong><\/p>\n<p><strong> <\/strong>What comes to mind when you hear or see the name<a href=\"http:\/\/www.starbucks.com\/\" target=\"_blank\"> <\/a>Starbucks? It\u2019s different for different people.<\/p>\n<ul>\n<li>Expensive?<\/li>\n<li>Quality drinks?<\/li>\n<li>Trendy?<\/li>\n<li>Choice?<\/li>\n<li>The go-to place for\u00a0coffee lovers?<\/li>\n<li>Quality plastic cups?<\/li>\n<li>A little too cool for school?<\/li>\n<\/ul>\n<p>Whether you\u2019re a Starbucks fan or not, certain words and feelings come to mind when you hear or see their name. \u00a0This is their brand in your mind.<\/p>\n<p>You have these thoughts and feelings because of the process that Starbucks, their customers, supporters and detractors have undertaken to communicate what they are like to do business with.<\/p>\n<p><strong>That process is branding. \u00a0It is the act, or actions, that communicate the brand that we discussed above.<\/strong><\/p>\n<p>Branding is often in our control because of a strategic process we have undertaken that helps us identify what our firms, companies and individuals stand for, and how they would like to be perceived. \u00a0It is sometimes out of our control because of the reactions others have to our brand, and their attempts to alter that perception in peoples\u2019 minds via any chosen method of communication.<\/p>\n<p>If branding is the process of communicating that which we know we stand for, our brand, and which we\u2019d like to make sure others understand about us, then what should that process include? \u00a0It should include just about everything we and our colleagues say and do because our clients, potential clients, influencers, media and others we have defined as our target audiences are watching today in a way they never have before.<\/p>\n<p>Because we are communicating so publicly today via Social Media, we need to remember that our presence in these media, just as in traditional media, helps to communicate to others what our brand is.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand. \u00a0What is it? A brand is the set of characteristics, the personality, the way of doing business with you that is evident to anyone who does business with you, or who observes you. It tells people who you are. It tells people what you\u2019re like when they do business with you. It tells people [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":839,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9],"tags":[],"class_list":["post-836","post","type-post","status-publish","format-standard","has-post-thumbnail","category-branding","entry"],"_links":{"self":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts\/836","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/comments?post=836"}],"version-history":[{"count":16,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts\/836\/revisions"}],"predecessor-version":[{"id":860,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts\/836\/revisions\/860"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/media\/839"}],"wp:attachment":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/media?parent=836"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/categories?post=836"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/tags?post=836"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}