What is a brand?

A brand is not:

• A logo
• A product
• A service

A brand is: the emotional connection continuously created through experiences delivered and stories told.

So, what does that mean? Well, think of Nike. What is their brand? If you say the Swoosh, you're off the mark. The Swoosh is their logo, which is part of Nike's visual identity. What do you think of when you see Nike's logo? Some associations for Nike include innovative technology, joy and celebration of sports, maximum performance, self-empowerment, and inspiration. That's a lot of emotion in what some people refer to as a "check mark". But that's what a brand is; it's how you think and feel about an organization or a product when your mind is triggered by seeing its logo.

Along this vein, the City of Welland hopes to create a brand, not just a logo. Yes, a redesigned logo is part of it, but the brand is what drives it all.