{"id":169,"date":"2018-10-11T16:44:26","date_gmt":"2018-10-11T11:14:26","guid":{"rendered":"https:\/\/www.thegotoguy.co\/blog\/?p=169"},"modified":"2025-02-25T07:57:52","modified_gmt":"2025-02-25T07:57:52","slug":"clear-brands-are-potent-but-those-truly-understood-stand-out","status":"publish","type":"post","link":"https:\/\/www.thegotoguy.co\/blog\/clear-brands-are-potent-but-those-truly-understood-stand-out\/","title":{"rendered":"Clear brands are potent, but those truly understood stand out."},"content":{"rendered":"

When we talk about brands that are well defined and brands that are well understood, we are talking about two different kinds of brand. It takes exceptional intelligence to create a brand that combines the two elements. It is important to know why are we discussing this particular point of view. It is believed that power is the ruling element. Without power there is no success. If your brand is not powerful, it won\u2019t stand tall in the competition. This particular POV tangibly opposes the above stated belief. You can stand out even if you are not ruling the market. It can happen only when you realize that there is more to just being powerful. It depends on whether you want to rule the head or the heart. Scott D. Cook, Director of e-bay and Procter and Gamble once said, \u201cA brand is no longer what we tell the customer it is – it is what customers tell each other it is.\u201d These few words actually define the difference between the two kinds of brand. Let us take two examples, one of each kind. A brand that is successfully defined could be Micromax<\/strong> and a brand that is successfully understood could be Parle<\/strong>. In this article, only Parle-G biscuits will be taken as an example for convenience.<\/p>\n

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Defined or Understood!<\/div>\n<\/div>\n<\/div>\n<\/div>\n

Idea of brand definition- <\/strong>For a brand that is well defined like Micromax, the definition of branding is quite professional in nature. For them branding is \u2018the perceived image created by a brand and the subsequent response to its products and services.\u201d Contrastingly, for a brand that is well understood like Parle, branding is a promise to deliver an unforgettable experience, a feeling that they would like to go through eternally.<\/p>\n

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Creating a perception<\/strong>– A brand that is well-defined is like a dictator and hence, powerful. It creates its own image by dictating the audience what they should see and feel and understand. It doesn\u2019t allow perception, rather creates a collective perception. On the other hand, a brand that is well understood is like a leader. It allows individual perception to evolve gradually. It understands its prospective customer and like a leader builds its own image based on the vision designed by its audience.<\/p>\n

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Brand identity- <\/strong>It is something that you can control. The colours you use, the name you chose, the logo you design, your marketing techniques, the values you promote. It is something you define. It is the voice of your brand.<\/p>\n