Point of view.
How I think about branding today.
Over the years, I have called myself—or been called by my employers—a brand strategist, creative director, writer and editor. I’ve unofficially been called a facilitator, alignment-builder, a connector, and a mensch.
Throughout my career, my trade has been brand building. “Brand” is an elusive idea, one whose meaning changes over time depending on who is using the term, what agency they work for, what’s happening in the marketplace, or even what LinkedIn post they may have just read.
Right now, it’s quite stylish to use “branding” and “storytelling” interchangeably. I disagree with this framework. A brand is not a story. Storytelling can be a function of branding, and I believe storytelling has some wonderful devices that can be applied to brand building. But they’re not synonymous practices. Ironically, brand-as-storytelling is a marketing pitch—a false comparison devised to sell an idea because it sounds smart or cool.
I believe:
Brand is a feeling, or a “vibe” as we now say. A brand ignites emotions that stick with you.
Brand is a system of experiences and interactions that help create the vibe. It helps people belong.
Brand is understanding—specifically, it’s the way people understand and know you. Brand strategy brings clarity, focus, and meaning. It’s a system for sense making.