It is great if my solution is known with the crowd for a certain name or identity.
How this helps you
Check the name of your product or service in different languages if you have international ambitions. Find out how it would work in Google. It always feels strange to pick a name, but once you have you have it, you will get used to it, as will your customers.
What is it?
A brand will help encourage someone to buy a product, and it directly supports whatever sales or marketing activities are in play, but the brand does not explicitly say “buy me.” Instead, it says “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”
The brand is ultimately what determines if people will become a loyal customer or not. The marketing may convince you to buy a particular Toyota, and maybe it’s the first foreign car you ever owned, but it is the brand that will determine if you will only buy Toyotas for the rest of your life.
How does it relate?
Branding originates from cowboys. Cows were marked with a branding sign so the owner could always determine whether the cow was his. Since then branding has grown into complete industry with agencies, designer, research, strategy consultants and also commercials, billboards, promotions and search engine. Branding is at the heart of marketing and therefore applies to most organisations.
Your next Waypoint
Start collecting brands you like and try to formulate why you like them. You could use a online note tool to save your findings. Think about Purpose, consistency, emotion, flexibility, employee involvement, loyalty and competitive awareness.