The most common answer a startup will give to "what is a brand," is something along the lines of "logo," or a "visual representation of your company." While the visuals are a key part in making a brand, they do not describe its entirety. Marty Neumeier, author of the Brand Gap describes it this way:
The brand is a gut feeling. It's an emotion felt by someone after interacting with an entity, usually a business.
What is a brand? A gut-feeling, don't let anyone else tell you otherwise.
I admire the confidence of startup founders. Everyday, they get up and get after it in the hopes of doing something to change the world. It's inspiring. However, it's sad that most of them fail to see the obviously awesome things about themselves and their companies that would make them unforgettable. Instead, they try to focus on what they think people want them to be. It's an inauthentic approach to building a brand and it usually results in being labeled something they are not proud of. In time, they become something they fail to recognize.
I call it, "pickle syndrome."
Since they spend their lives in a jar, pickles have no idea what they look like from the outside. They also don't recognize the unique qualities that make them special either. They float in the jar hoping someone will recognize them and see their worth.
It's in moments like this that is pays to have an external voice chime in and tell you all of the things that make you and your startup significant. To give you a new label based on the obvious truths you take for granted.
You are still a pickle and you're freaking awesome at it. Don't be afraid to tell everyone.
The influx of social media has created a vortex of lies. Lies about how many followers you have, lies about how well your life is going, lies about the good a company does for the world, lies about how cool you are. But rebels are not like that. Rebels are honest.
What does that mean? Honesty is telling the truth regardless of how it makes you look.
This means putting aside vanity metrics in exchange for something deeper and more meaningful. It means being real when you mess up. It means giving accurate descriptions of what you could do for someone, instead of boosting your capabilities. It's having the courage to stand before the facts available and admit that things could improve. The beauty of that is that you can genuinely move forward rather than living a lie that everything is perfect.
Rebels are honest.