Branding at the hands of most practitioners is 85% emotional. That is to say, names, colors, shapes and taglines associated with a “brand,” are usually dictated by a few decision makers who either feel it or they don’t. Emotion is not unimportant, but often it’s way too important. There needs to be a lot more science in branding. Especially in brand strategy. A brand, i.e., logo, is not a brand strategy. A brand strategy is an organizing principle; one that allows brand managers and stakeholders to make marketing decisions. Marketing decisions that create everlasting value for a product or service.
While the physical brand or mark is what helps people identify a product or service, the brand strategy helps with deeper cognition. With reasons to consider, like, prefer, buy and recommend. For these qualities we must turn to science. Brand strategy is about tangible evidence of preference. “I liked the ceviche because it was sweet. Because the salmon tasted buttery. Because of the perfect helping of herbs.” Not because it tasted good.
Look at your brand strategy. Explore the science. Omit the fluff words: Quality, innovative, best, better. Mine the science.