So What Actually is a Brand?

Mac Piechota
A free video tutorial from Mac Piechota
Creative Entrepreneur, Brand Consultant
4.4 instructor rating • 1 course • 8,060 students

Lecture description

So you think you know what brand really is? Let's check it out! 

Learn more from the full course

Branding & Marketing for Startups: Learn How To Stand Out

Branding & Marketing Insights: Learn Top Brand Design Strategies To Build Physical Product Brand & Grow Your Business.

01:42:20 of on-demand video • Updated October 2019

  • Understand the true idea of branding and why people buy brands
  • Define a real value of your product
  • Identify your target customer like a pro
  • Turn your personal values into more customers
  • Learn how to be different and charge more for it
  • Create brand personality to build relationship with your customers
  • Learn top techniques for finding a sticky brand names
  • Speak voice, that your customer love to listen
  • Turn your personal story into fascinating brand story, that brings more customers
  • Use your team to take advantage over bigger competitors
  • Learn basics of color and typography to choose the right combination for your brand
  • Design great looking logo on a budget
  • Use images to increase price and maintain consistent brand experience
  • Style your brand like a pro with creating mood board
  • Find professional graphic designer without breaking a bank
  • Learn tips on hiring copywriter & photographer
  • ...and much more!
English Alright guys, so what actually brand is all about? Well, there are as many definitions as marketers but to me brand is all about the feelings that customers have about certain products or service. To give you an example, if I ask you to tell me three things that you associate with Apple brand, well, probably most of you will say something about technology, design, innovation, Steve Jobs or maybe some Apple product like new iPhone, right? However, if we start digging deeper then then we see that Apple want us to know that it’s something more than this. Let’s have a look. Here's to the crazy ones, the misfits, the rebels, The round pegs in the square holes, the ones who see things differently. They're not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. And the only thing you can't do is ignore them because they change things. They pushed the human race forward and well some may see them as the crazy ones, we see kings. Because the people who are crazy enough to think they can change the world are the ones who do Well, I know it’s quite old commercial, but it really shows how Apple built its brand. Did you hear anything about technology design or any Apple product? No. There wasn’t even single word about that. Why? Because brand is not about product, it’s about how it makes people feel. And that’s why Apple use a great leader like Albert Einstein or John Lennon to persuade people, that having Apple product might also allow them to think different and create big things. Now, let’s have a look at Nike, well I know I shouldn’t talk much about big companies, but I think you will like this example. So, if we separate Nike as a company from Nike as a brand, we will get two different things Because think about that, Nike as a company is basically a sport’s goods manufacturer, right? Of course, they produce high quality and well-designed products but it’s still a company like many others. But if you have a look at Nike as a brand, we will see that there is something more. There is something about motivation, something about achievement, something about improving yourself. That’s what Nike promotes in its commercial, very often using top athletes. So, people choose Nike not only because of the product itself but also, because they want to be a part of something that Nike stands for. They want to feel this motivation, they want to achieve something, they want to get up early morning and go for a jogging because that’s what Nike commercial showed them. Finally, they want to have the same shoes as for example Roger Federer has because then they think, “wow! I have the same shoes as Roger’s, so I feel like I’m better at tennis now.” Well, I know it sounds silly, but this is what most of people think. So, again brand is not about product it’s about how it makes people feel. Alright guys, but let's get back to small business. So, imagine now that you are spending a weekend in Paris. You go to the local wine bar and order a glass of wine. Now what happens is that even if it’s the same wine you got in your country, this one seems to taste better than usually. Why? Well, because you are in France and France is famous of wine and you are in Paris, so it must be an incredible good wine. That is what most of people think. So, in this case even a small wine bar has a brand because customers’ mind associate with it something really French and unique. Well, I know you might think now “But I don’t have any big company and I don’t live in Paris so maybe I don’t have any brand?”. Well, believe me, everyone has a brand and you are not an exception. Because imagine now, that you are sitting in the subway and there is another guy sitting in front of you. Even if you don’t know this person you can still judge him based on his appearance, body language or even tone of voice. Well, I know it’s not polite, but people do it. People really judge book by its cover. And they gonna do the same with your business based on your logo, copywriting, quality of picture, etc. Whether you like it or not. So, we get to the point where are two options, you can leave it to chance hoping, that some people will like you or you can create a brand strategy which allows you to bring true fans. And that’s exactly what we gonna focus on in the next sections.