Brand
A brand is the image of a company or product in a customer's mind. It includes the name, brand identity, reputation, experience of using its products or services, and interactions with its representatives.
What Shapes a Brand
In addition to the name and visual identity, a brand's image is shaped by its positioning, values and tone of voice, product quality, customer support response time, reviews, and public customer stories. Every email, every chat conversation, and every presentation influences how customers perceive the brand.
How a Brand Differs from a Trademark and a Logo
A trademark is a legal instrument, while a logo is a visual symbol. A brand is what these signs represent in the eyes of the audience. Therefore, two competitors with similar logos can have completely different reputations.
Why a Brand Matters
A strong brand reduces customer acquisition costs. Customers are more likely to trust a product they recognize, it is easier to sell products and services at above-average prices, and it is more likely to receive recommendations. In B2B, brand recognition accelerates deals: a procurement team takes less risk when choosing a well-known supplier.