Brand Is What Brand Does

Fascinating article on brand and brand consistency by Edward Boches at Creativity Unbound.

Boches writes:

“I’m not sure consistency – at least in terms of messages and a look – even matters anymore. It’s more important to be present, visible, searchable and useful. But what does matter is this: making sure that customers and prospects have a clear sense of a brand’s promise and what they can expect from it. Think Apple (elegant and creative), Target (affordable design), Volvo (safety), Zappos (service), Panera (breadness).*

The brands that prosper in a world of abundance all have something in common. They are not defined by their messages, but rather by their behavior and actions. On the other hand, brands whose actions fail to reinforce a singular promise (Comcast, United Airlines, Dominos) are all subject to being defined by content created by others. I think of Comcast as a cable giant that’s notorious for bad service; United as an airline with a hub in Chicago and a tendency to break guitars; and Dominos as an unhealthy fast food chain trying to improve the quality of its pizza after customers complained and disgusting employees did rude things to the pizza. Perhaps if they delivered consistently positive products, service, behavior and content we might think differently.”

“A brand isn’t what a brand says; a brand is what a brand does,” Boches says

–Jim Jewell


About Jim Jewell

I am a writer and consultant on faith and public life, active for many years in management and communications in the evangelical community. I now work as the director of the nonprofit practice at The Valcort Group ( Everything on this blog, however, is my personal opinion and is not read or approved before it is posted. Opinions, conclusions and other information expressed here do not necessarily reflect the views of Valcort.
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