Is it a product or service, a mission statement, a code of conduct or ???? What needs to be the focus of branding is reputation. In reality, what else can one brand? If there isn’t a good reputation, what do you brand?
A reputation is an emotional bond with a customer, vendor or supplier, etc. People buy with emotions and justify with logic. Under which one, does branding take place? Emotions may “tease us” with who can be trusted and logic takes over when one proves that one can be trusted.
Emotions lead us to want to trust; logic tells us it’s O.K. to trust. When this trust is proven over and over again, a brand starts to develop. Think about is this way. What is your best advertising, Word of mouth right? What is your worst advertising, word of mouth, right? What is “word of mouth?” It is what people say if you can be trusted or not!
So in essence, trust is what is branded. On what is trust based? Trust is based on honesty, integrity, ethics, transparency, openness, and based on the authoritative use of power.
So whether it is a service, product, etc., a reputation is based on how deeply people trust you and what you provide!
Trust is always an ongoing values-based process which builds a good reputation.