Three Eternal Brand Truths

The concept of "branding" can be a bit elusive. Misconceptions abound, and the profession is ever-evolving—yet there are several things I believe will always be true:

1. THE CLOTHES DON'T MAKE THE BRAND.

A brand is not simply a pretty logo, trendy color palette, or pithy tagline.

A brand is the sum total of all the feelings and mental associations people have when they think about or interact with your business. It's what they tell themselves about your products—and what they believe using your products tells others about them.

2. STICKS AND STONES MAY BREAK BONES, BUT WORDS CAN MAKE OR BREAK A BRAND.

Offering a genuinely unique and desirable product or service is critical to success. But unless you tell your customers about it in a way that is easy to understand, motivating, and memorable, your brand won't get the attention it deserves.

3. HONESTY IS ALWAYS THE BEST BRAND POLICY.

Although many brands stretch the truth or make promises they can't fully keep, the approach almost always backfires when customers realize they've been duped. The most successful brands promote a value proposition that is not only unique and compelling—it is authentic and true. The name "Brand be Told" is derived from the phrase "Truth be Told" because our fundamental approach is rooted in finding each organization's most compelling core truths, and telling them most effectively.

What have we missed? What would you add?