What is a brand? The meaning and purpose of a brand is often misunderstood but Jeremy Sampson, speaking at the New School of Employer Branding session, highlights the principles of popular brands and the behaviours of executives within these top performing organisations.

A brand is not a “name, logo or ad” says Sampson. This is a common misconception amongst marketers. According to Sampson there are some companies who have never used advertising yet have an established brand name. He believes a brand is made up of an identifying symbol or mark which acts as ‘sign posts’, directing consumers to a particular product or service.

Brand promises are a defining component of the brand itself. Delivering on promises is a crucial part of establishing brand loyalty and brand identification. “If you say you are going to do something, do it”, cautions Sampson.

Mission statements, visions and values may seem like outdated phrases that have no place in contemporary markets but according to Sampson these elements play an important role in brand identification. For example Disney’s vision of “making people happy” sets the framework for business operations. Likewise their values which include “no cynicism, wholesome, enjoyable fun” are designed to attract people be it, consumers or potential employees, who share the same values and attitudes.

Clear communication is necessary. It is important to let employees and consumers “know what you stand for”. These values and promises should remain constant throughout the lifespan of the organisation.

“The employee often is the brand” says Sampson. Most organisations are looking for people who are passionate and committed, as these people are a reflection of the brand. Virgin Active CEO, Richard Branson “is an excellent example of a brand ambassador”. According to Sampson, a recurring theme amongst top performing companies is the importance of the CEO. The CEO along with the stakeholders, including the chairman and board of directors, needs to be engaged and involved in the organisations activities.

Brand culture is another aspect of the brand. “It is generated through people, through their behaviour and social side”. Interaction through digital networks and social media is fundamental to understanding stakeholders and knowing your brand culture, says Sampson.

For more insights on branding watch Jeremy Sampson during his address at the Employer Branding conference.

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