Whether or not a business is a brand depends on how you define brand.

If you define brand as ‘what they think about you/how you make them feel/how they perceive you’ then yes, 100% of businesses are brands.

If you define brand as, ‘unearthing, staking a claim for, then growing to stand for a unique and ownable perception in the mind of the consumer. A perception that is simple, clear, relevant, distinct and compelling. So compelling in fact that, to those responsible for building the perception internally, as well as to those we want to attract on the outside, it becomes impossible to ignore.’ Then 1 or 2 in every hundred businesses I see are brands. Under 2%.

In my work I build the latter. Because these are the business that are easier to sell. Why? Simply because (read the definition again) they are easier to buy.

Write A Comment