Maybe it’s because we know so much about consumer businesses that Brand has gained a capital B. The companies we interact and identify with on a personal basis all seem to manage their brand and we seem to know all about it. We’re familiar with Brand values and Brand message and Brand promise and Brand identity.
Amongst all the professionalism of marketing, it’s easy to forget that Brand is just a $10 word for what everywhere else is called reputation.
When you behave consistently, you gain a reputation for that behaviour. That reputation makes a promise for how you’ll do things next time. Which you can live up to, or not. The more consistent the delivery meets the promise, the stronger the reputation. Everything else they talk about is association.
Call it branding if you like.
Skippy strategy: Don’t get lost in marketing. Build your reputation on delivery.