Filter by topic: What is a Brand?

What is a brand? And why Orange Square defines it differently

I think if we’re going to talk about rebranding, we should probably start with: What is a brand?

A brand is not a logo or a name or an identity or product or service. I think that’s what most people think about when they think of brand.

Let’s look at some definitions. There are many.

The author and entrepreneur Seth Godin says “A brand is a set of expectations, memories, stories and relationships that, taken together, account for consumers’ decision to choose one product or service over another.”

It’s a nice definition. I think, for me, it’s a little consumer driven.

Let’s look at another one.

The renowned brand expert Marty Neumeier says “A brand is a person’s gut feeling about a product or service or organization.”

This is a beautiful, simple definition. But at Orange Square, we came up with our own definition.

A brand is the trust, credibility, and emotional connection people feel built through consistent experiences, unique value, and authentic relationships, whether that’s through direct interaction or reputation.

Let’s break that down: The Orange Square definition of brand.

This part: A brand is the trust and credibility and emotional connection people feel is because a brand is that gut feeling. Marty Neumeier is right about this. That gut feeling is coming from trust and credibility. This is where the emotional connection of the brand comes in.

Then: Built through consistent experiences. Because trust and credibility are created through consistent experiences and visual expression. So that consistency isn’t just about messaging and about performance and about connection. It’s about visual expression as well.

Unique value. Unique value is creating sustainable growth in value. This is the part of you that makes you “the only,” and that’s unique. That’s where sustainable growth and value come from in a brand.

Authentic relationships. These turn ordinary interactions into meaningful connections, building deep trust and lasting loyalty. And where genuine advocacy comes from.

The last part is whether through direct interaction or reputation. You can have feelings about a brand whether you’ve interacted with it or not. You, of course, are going to have deeper feelings with that brand if you have interactions. But know that your brand — every interaction, whether someone has had it or hasn’t had it yet — that’s where your reputation comes from in the marketplace.

So everything you do matters.

Inside the Organizational Clarity Framework: The foundation for a strategic rebrand

Let me walk you through our organizational Clarity framework.

We begin by examining the two elements that form the core of what your organization does. The services you offer. Clearly defining what makes your offerings unique and valuable. The clients you serve. Understanding deeply by audience who they are, what they need, and how your services fulfill those needs. From here, we articulate your value propositions, explaining how your services directly relieve your client’s pain point and create significant gains for them.

There are six organizational clarity elements.

Three are internal and three are external. The internal clarity elements are vision. The long term impact you aim to achieve, and mission your organization’s purpose and reasons for existence and core beliefs. The guiding principles that drive decision making and behavior within the organization. I want to pause here and say something important. There is a difference between values and beliefs.

People have values. Companies don’t have values. People bring their values to your organization.

Your core beliefs are the guiding principles that drive your decision making. You may be asking yourself why is internal clarity important? It ensures everyone within the organization understands and aligns with the strategic direction the company has set forth. It unifies teams, fosters collaboration and cohesion throughout the entire company.

It improves morale by providing clear purpose and shared goals. It ensures consistent, authentic brand communication and it prevents inconsistent external messaging. Protecting trust and credibility with your clients and stakeholders.