But⦠Why brands?
The lesson number one that I learnt during my four-year Bachelorβs Degree in Tourism was:
βThe most important part of a service is the experience offeredβ.
By then, I started to analyse more how the companies from the Tourism industry promoted or communicated something so ethereal and subjective as an experience.
That led me to my Masterβs Degree in Marketing & Communications, and the co-authored Dissertation about how a fashion e-commerce managed its Customer, User and Brand Experience on their online platform.
This is when I learnt that not only the Tourism industry was aware of how important it is to deliver an experience to an user: the whole market and its most leading brands β in any industry β are working very hard to deliver not only a service or a product, but also an experience that will make them outstand from the rest.
This is when I finally discovered how mesmerising was the aerial and secret world of the brands.
They have a decisive impact on our minds and decisions when making a purchase. But we are not even aware of it most of the time. (Neuromarketing is also such a fascinating field very related to brand & communications⦠I try to read or learn about it whenever I have some free time).
Branding allows you the opportunity to show both your analytic and creative skills. You need to be very careful when deciding every single detail of your brand and yet, you have the opportunity to think out of the box and bring your most original and genuine ideas to life: visual appearance (design, packaging, identity), how to communicate and behave with the rest of the world (tone, speach, message, valuesβ¦), where and how to reach the desired target market, place it in the most desired market position, etc..
I find it one of the most fascinating and yet daunting fields in the industry.
But⦠What is a brand?
Being honest, there are so many articles, posts and info already shared in so many platforms answering that question, that I decided to skip this topic in this article in particular.
I will surely create an article talking only about it and the most important aspects to have in mind when creating one. But this will have to wait a little bit.
Meanwhile, I want to share with you the quick and short answer that comes to my mind when someone asks βButβ¦ what is brand?β. Itβs the world-known quote by Jeff Bezon (AMAZON) about brands.
For me, this quote reflects very well the real essence of a brand.
Because it is all about reputation, after all.
Any thoughts?
If you liked my article, feel free to like, share or comment below!
π¦ Thank you for reading! π¦
