If you are a professional marketer or a savvy consumer, you will recognize these maxims:
- A brand is the sum of your experiences
- Everything you do defines your brand
- A brand is a set of differentiating promises
- A brand signals a set of expectations
- What you promise must be delivered
So you get it. A brand is a system. The parts must work together consistently. This theory is based on human behavior. Brand theory is specifically built upon two things. You have a longstanding and fulfilling relationship with a brand because it represents who you are and there is trust.
Think of this in terms of a close human relationship. Our dearest friends have been there when we needed them, offered sound advice, and supported and subtly steered our choices. They have done this over time and we have done the same for them. It is healthy, reciprocal and emotional.
Once again, none of this is too shocking. We know this intuitively and in theory but there is one thing we may not always recognize when it comes to relationships and to branding. We tend to remember the big events and experiences. That can be a friend who saw us through a breakup or a brand that outperformed our expectations. The big stuff always stands out.