Let’s talk about the b word!

“A brand is a set of mental associations held by the consumer, which add to the perceived value of a product or service” (Keller,1998)

“Brand”, or talking about creating, managing, or growing a brand, is sometimes seen as a dirty word in a world like the wine one, where we all crave inspirational stories, authenticity, and a direct connection with the producer or the region. However, many people fail to realise that you already have a brand by simply putting something out there for people to consume.

A brand is much more than a logo, image, or name—it is the story people associate with a business, product, or person.

Now, let’s think about any wine bottle you have seen recently. The visual elements that will have caught your eyes are part of that producer's branding decision: the bottle's form, the label's colour, and how and what is written (or omitted) on the label. When putting all the elements together, they made a decision to present themselves to the world in that specific manner. The connection you made with that bottle, how it made you feel when sharing it with friends and family, is the result of how the brand influenced your decision. Did the producer want to communicate its tradition? Its story? Did they focus on the region more than their name? Was the label classical, or did it indicate something more… out there?

A brand is, therefore, a compilation of names, colours, packages, logos or symbols, and other visual elements that make a product unique.

Curating your brand is deeply personal. A coherent brand proposition will help the producer stand out from the competition by helping clients make choices and providing clues about their story, heritage, and personality.

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what is brand management