Defining The Value of a Brand

A GOOD brand does not stand on it's own.

It absolutely requires the acceptance or ownership of the audience it is trying to engage—or it won't be successful. It has to have some sort of value.

Technically, you can't even use the term "brand" without an audience of some sort... I mean the idea that it is a brand intrinsically suggests that someone notices it. In order for that to happen, there must be a value. You could create a brand full of wonders but if it's not valued, even if everything else about it is "right"—it simply won't matter.

So ask yourself this:
Is acceptance of your brand going to add Functional Benefit to someone's life?
Or Emotional Benefit?
Or Self-expressive/Tribal benefits?

What is meant by Functional Benefit?

• Is our brand/product/message/idea adding practical value in the marketplace?
• As a mission or non-profit does your brand bring practical benefit to someone?
• Do you do something that cannot be accomplished by someone else?
• Do you do what you do better than anyone else?

Here are some examples of brand tag-lines that you may have heard: Have it your way! We don't make *, we make it better! Just Do It!

What is meant by Emotional Benefit?

• Is your product going make the audience feel better about themselves?
• Safer?
• Happier?
• More valued?

Here are a few emotional brand tag-lines that you may know: The happiest place on earth,  Have a Coke and a Smile! An Army of One!

And finally, the Self-expressive/"Tribal Benefits that a brand could address:

• Is your brand unique enough and identifiable enough to have value as being elite or distinct?
• Can involvement connect with the need for self-expression?
• Will brand acceptance differentiate you?

Classic brands that do these things are: Mac computers, just about anything clothing related. Can't think of any tag-lines off the top of my head... it's late. :)

Generally speaking though, you can find automobile ads and manufacturers that fit into all of these categories, and honestly just about everything else out there. It's really just a matter of knowing what you're looking for.

So think about it. Where does your product / message / organization / idea fit? Wherever you decide the value is, it should lead you to the next step of figuring out via market research what your audience will accept as a brand.


One Step Closer,
Sean Stark
Brand Developer