Your brand is your product or company name and what it stands for. It is not only your logo as some people mistakenly believe.
Your brand is a living organism, something that changes over time, sometimes for the better and sometimes for the worse, depending on how well you take care of the brand.
It is often a key indicator of the health of the organization, and how well regarded it is in the market. It also becomes synonymous with your unique products or services, and how well you are delivering that uniqueness.
A report by Interbrand, in conjunction with The Globe and Mail identified the Top Canadian brand in 2008 as BlackBerry. I bet I don’t have to explain what this product does, right?
One other way to recognize a brand with real brand awareness is with something more tangible. For example: The Swoosh (The Nike Tick Mark) or the uniqueness of the Coca Cola bottle. Both of these are examples of tangible branding that works, year in and year out.
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