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How Should A Brand Be Defined?

We’d like to introduce you to a new marketing advice series called Crackerjack Marketer.

Crackerjack Marketer

The series will features thoughts about branding and marketing. But,why settle for a single perspective when we’ll give you two opinions? Idea Sandbox Paul will be joined by John Moore from the Brand Autopsy marketing practice. We will each provide our perspectives on the same topic in the same article.

You are probably familiar with the term “crackerjack” from the tasty, candied popcorn and peanut treat Cracker Jack. You know, the one with the free prize inside! Any baseball fan knows Cracker Jack featured in the song Take Me Out to the Ballgame.

We’re going back to the original definition. As the describes:

Crackerjack was originally a noun, appearing in the U.S. around 1895, meaning “a person of excellence, superior knowledge and ability.”

That is the purpose of these articles…

To share marketing “superior knowledge and ability.”

I hope you enjoy the series!

How Should A Brand Be Defined?

POINT: John Moore

Branding is a nebulous term. “Brand” as a noun and “branding” as a verb have different meanings to different people in different departments in different companies.

Because every marketer has a different understanding of what a brand is and what a brand does, I learned to simplify my definition of a brand. A brand is simply a company’s reputation. It’s how someone feels and what someone thinks about a company.

My experience as a retail marketer working across all departments inside a business tells me everyone understands the word “reputation” and all the feelings associated with it. People, places, and things with solid reputations are admired, respected, and trusted, while those with tarnished reputations are viewed as lacking integrity and shunning responsibility.

The same goes for brands. Strong brands are associated with upstanding, character-rich words like “genuineness,” “reliability,” “virtuous,” and “empathetic.” While, weak brands are linked to disrespectful words such as “insincere,” “forgettable,” and “shallow.”

Just like personal reputations must be earned, brand reputations must be earned every day through business actions and not fabricated through one-off programs.

I truly believe you cannot create a brand before you create a business—the process is simultaneous. As you build your business, you create your brand. Your brand never makes your business possible. It’s your business that makes your brand possible.

When I talk with businesses wanting to improve their brand reputation, I ask them three questions:

a | How do you make a profit?
b | How do you make employees happy?
c | How do you make customers happy?

I ask these questions because a funny thing happens when a company (a) makes money, (b) makes employees happy, and (c) makes customers happy … it makes a strong brand.

Rarely, if ever, can you sprinkle magical branding dust to create an endearing and enduring brand. Brands with the strongest reputations do not focus not on building a great brand. Instead, they focus on building a business that makes money, makes employees happy, and makes customers happy. The by-product of these every day business actions is the development of a strong, reliable, and emotion-rich brand reputation.


Your brand is your company’s reputation. Everything your company is and does – from actions, behavior, personality, to whom the company associates with – is what forms your reputation. It works the same way for a company as it does for a person’s reputation. This is what defines your brand.

The last paragraph of John’s article shifts from talking about brand definition to brand building.

Asking “how do you define brand?” is like saying… “These meatballs are delicious. What’s in them?”

And, if you’re interested enough to want to know what’s in a brand (the ingredients in my famous meatballs), you probably want to know how to build a brand (the recipe).

John is right, making your brand endearing and enduring it isn’t as easy as sprinkling magic branding dust, adding boiling water and stirring. However, we can identify key ingredients of successful brands. If we have that, we can also figure out the recipe.

Identifying ingredients and providing the recipe is part of this CrackerJack mission.

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