Construction of the brand

What is the ultimate purpose of investing money and time into building a brand?

For discussion, let’s replace the word “brand” with “house”. What is the purpose of building a house?

Well, the answer is simple right? You build a house for some specifc reasons, such as: protecting yourself from the elements and to offer comfort  in your daily life (and others).

A HOUSE is not built for HOUSE’s sake, so why are so many BRANDS built for BRAND’s sake? 

All brand-building activities must be able to stand up to one critical question, “Is this activity going to add value to my customer’s experience?” 

As mentioned above, brands are like houses, and marketers build the house from the foundation up to offer solutions to unmet needs and make the customer’s life just a little bit better.

Adding addtional benefit to the customer  – that is the central role of a brand and the should be the purpose of all brand-investments.


About mjkurb

Michael is the Manager of Business Development at Element 79, a full-service advertising agency in Chicago, Illinois, and recent graduate of the Master's program at Northwestern University - Medill School - Integrated Marketing Communicaitons. Running two family businesses - learned to constantly listen and be aware of customer's needs and behaviors. Master's degree Northwestern University | Medill IMC - learned to better understand marketing insight, strategy and measurement. Rest of life - learned that working harder, smarter and faster than others is how you stay one step ahead.
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