Brand, brand identity, brand values…

Brand, brand identity, brand values… I have come to using these words at least 100 times a day. But, yesterday when I went to my college and was chatting with the new batches… a question asked by one of them triggered my mind. What is the definition of “Brand”? My first reaction was about to come as the one that is taught in all design lectures, “a brand is the identity of a specific product, service, or business”.

But, is brand the identity which actually exists or is it an identity formed or woven around it to create the kind of aura required to distinguish, sell the brand. Aren’t we as an individual also a brand of ourselves?  Packed in certain kind of manner to be perceived in a certain manner in front of the world, for job, friendship, love, sometimes mere acceptance?

Its not just the strength of the brand itself that might matter sometimes. Even the brand it can get associated with or shares the shelf space can make a huge difference in building its own strength. Isn’t it just like you and I preferring a particular brand to be able to get associated with the values of that brand. Like a sporty look might get incomplete without NIKE or Reebok. Whereas, the Versace gives a different brand value to you.

Question that followed next was how much does the brand identity matter in reality. Can they have the power to transform the brand and its market. Getting back to you and me again on this question, if you are the one who is more towards say vodka and rum, and to show sensuality are branding yourself as wine lover. There can be two things that can happen, one you fall in love with wine, smelling tasting being a part of every other wine fest in town. Or you pretend to like it, but finally someone can make out from your face when you sip in the finest of the wines or you yourself give up and go back to your own lounge for that amazing Absolute. This is the same that happens with brand identity, brand values. Either you already posses those values and you showcase them through your identity. Or you build yourself to match it, which sometimes might not end as a happily ever after Disney story.