Brand & Messaging
The concept we know today as “brand” has been around in one form or another since the dawn of humanity.
While some predict a “future beyond brands,” the underlying logic, the motivating reason for its existence, was, is, and will always be grounded in the desire to control reputation.
It may be more useful to think of “brand” as the ultimate reputation a particular entity wants – or should want – for itself. What characteristics, emotions, promises, and other points of identification should comprise this ideal reputation – its brand?
This is where the process of branding comes in.
UR views branding as the method by which an entity arrives at and articulates the ultimate reputation it wants, its brand. The term branding is also used to describe all the various attempts to achieve this result, this desired reputation, in the hearts and minds of the desired, or target, audience.
Marketing, advertising, and public relations can be seen as the vehicles through which an entity communicates the information, the characteristics, emotions, promises, positive attributes, and other messaging it hopes will advance the desired brand.