Imagine Batman without the bat get-up. It would be less convincing and a lot less cool if it was just Bruce Wayne in regular attire with a budget vehicle, fighting Gotham’s crime. Sure, you could argue that even without the classic Batman image, Bruce could still accomplish his crime-fighting and maybe even be relatable to the general population. But, what is Batman without his costume? What is he without his Batmobile? There’s no image, no message, no personality, and no recognizable light in the sky. There’s no support to demonstrate what he offers or that he even exists.
In fact, without something like his Batmobile, suddenly he loses a core piece of not just image, but his capabilities.
Suddenly, no one cares.
Not very impressive, right? Without branding in place, a product becomes one-dimensional and lackluster. Easily forgettable.
A brand is not just the face of a product. It’s the spokesperson, the teacher, and the symbol of a company’s assets. It’s the story. Experts talk about brand as if it were a separate entity from the business. In a way, they’re right.
In “Brands and Branding: Research Findings and Future Priorities,” Keller and Lehmann (2006) suggest, “through advertising, usage experience, and other activities and influences, [a brand] can develop a series of attachments and associations that exist over and beyond the objective product.”
Your brand should stand alone in the minds of consumers. It should become the feeling consumers have when your product or service enters into their consciousness. It’s a guiding light and an end destination all in one.