A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
Tuesday, December 15, 2009
On brands and your publication
Seth Godin recently defined "brand" on his blog.
Your product or service is your publication. The name, logo, masthead, story selection, layout, photographs, videos, advertisements, social media profiles, and yes, even staff themselves -- it's all a part of your brand.
Ask yourself: Do I know who my readers are? Are my readers who I (and hopefully my advertisers) want them to be?
I'm posting this here so I'm reminded to think about what my publications stand for and how I can improve them based on that knowledge. You should, too.
It may be publishing and not journalism -- but it's best to understand your place in the ecosystem.