By Brad Hutcheson
Guest Columnist

Hi. I’m Mr. Brand. Or Mrs. if you’d prefer. I am sometimes who you think I am, sometimes who you say I am, but always what others think and say I am. You see, despite having been birthed by you, I am now free in the world developing my own reputation.

Your founders, employees, products, services, vendors, customers, and competitors all play a vital role in my continual existence, or my death. If I’m nurtured and developed in a very strategic, creative, and pro-business manner, I certainly have a much better chance of turning out just how you had intended. But, if I am neglected or treated poorly, I can certainly wreak havoc on your organization.

I was created as a distinct idea of how I should be perceived and understood. But I am very sensitive and easily susceptible to others’ thoughts and opinions. In fact, the reality of my existence is more prominent in your customer’s and competitor’s minds than it is in your own. Scary, I know. But take heart. That is also where I can be most powerful.

So please, for the sake of your success, give considerable thought to who you’d like me to be, and raise me appropriately. For my reputation is my lifeline, and you are my parents. I’m always hungry, so feed me. If I’ve made a mess (which is your fault), change me. And if I appear healthy and thriving, do verify that with all our extended family (founders, employees, customers, competitors, vendors) and all who share in my existence.

To speak of "Brand" as an individual can help reel in the ethereal concept of what brand truly is, which by our definition is simply your reputation and/or perception—as it relates to a company, product, or service.

Brand is often misunderstood as a marketing, advertising, or design tactic. Often heard in meetings is, "We need to re-brand this," or, "Our designers are in the middle of re-branding that"—as if a color-palette change or slick copy-writing update can change the reputation of your company as it exists in the minds of all "family members." Certainly tactics play a vital role in trying to influence the unwieldy brand child, but be clear about the complexity (and simplicity) of your brand—reputation or perception.

The success of brand strategy consists of four disciplines: understanding, articulation, execution, and promise. Do you clearly understand the value proposition? Do you clearly understand your target market’s wants and needs? Can you effectively articulate the value proposition? Can you effectively harness that understanding in order to execute a media campaign that resonates and sticks in the minds of consumers? And, most importantly, does your offering truthfully fulfill its campaign promise? This isn’t politics!

If you happen to be expecting parents, congratulations! Welcome to Brand Lamaze 101. Raise a good one.