BRAND DEFINITION

Before you dive into the survey, I'd like to provide you with the following context so you'll understand what I do and do not mean when referring to "brand."

What Brand Is Not: If you're a company, brand is not a logo, a tagline, an ad campaign or public relations. It is not the way you dress, which boards you sit on, who you hang out with or how you introduce yourself as an individual. While each of these things is incredibly important, they are not the brand. They are what I call "brand expressions," and they are but a part of the brand. The brand is something more...

What Brand Is: It is a strategic navigational tool to get you from where you are to where you want to be. It helps you create and maintain an emotional bond with your audiences along the way to ensure you get where you are going. It is no more and no less than a way of being.

A brand is made up of what I call the 3 Ps:

• Promise—What it is you stand for

• Positioning—What it is that differentiates you

• Personality—How you express the brand across the board, consistently (this is where the brand expressions come into play)

With this understanding, please enjoy your exploration of brand through this survey...

Sincerely,

Michele
(with one "l")
Lando, Author