What Is Not a Brand

What Is Not a Brand

November 15, 2023 by investor

What Is Not a Brand

The strength of a company’s brand is how much customers believe in the promise of the company.

Here’s a list of what the brand is not:

Marketing positioning

Market positioning is where you are positioned in the market while the brand is where you are positioned in the customer’s mind.

Name of company

The company name draws meaning from the brand.


The logo is the visual representation of the brand of the company.


The tagline expresses the promise of the brand.


The website promotes the brand.

The brand exists in the minds of the customer and is fostered by all of the above.

Consider how to use these tools to promulgate your brand but don’t mistake them for the brand itself.


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Hall T Martin is the director of Investor Connect, which is a 501(c)(3) nonprofit dedicated to the education of investors for early-stage funding. All opinions expressed by Hall and podcast guests are solely their own opinions and do not reflect the opinion of Investor Connect. This podcast is for informational purposes only and should not be relied upon for the basis of investment decisions.