The intro to Marty Neumeier's The Brand Gap defines what a brand is and explains why they are so powerful. He said "people value feeling more than information." This stood out to me because I identify with it- while I would love to value information, truth, and knowledge over emotion, feeling, and attraction, my first response is generally aligned with pathos. In contemporary society, most are over worked and stressed out, and don't have the time to consider ways other than their first response, giving power to the brand.
Brands aren't just beauty, however. A successful, trustworthy brand is a "strategic combo of logic and magic," a thing that consumers trust- something that stands out as the best option. Great branding can convince a consumer that the product is better and of higher quality than it is, empowering a brand to be deceptive. His example on Hidden Valley Ranch, owned by Clorox, proves that separating the brands and revealing nowhere on the package or elsewhere that the two are affiliated keeps the Ranch brand pure, different, and trustworthy. They were aware that if consumers knew a bleach and cleaning product company also produced food, their brand wouldn't appear as wholesome or trustworthy.
Alina Wheeler's Designing Brand Identity lays down the groundwork of what a brand is, starting with its functions- navigation, reassurance, and engagement. Consumers need help choosing a product, trusting its quality, and identifying with their values. Brand identity is able to be felt, and unifies a product into a single system. Brands want to keep customers loyal and keep them coming back over time. Understanding the consumer is one of the most important parts of creating a brand. Wheeler sets up a simple process: Conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. Creating something powerful and trustworthy that also appeals to the customer is essential in successful branding.. and the brand needs to hold up over time.
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