What should we do if the company is allergic to the word brand?

Transcript

Brand is this funny word that has baggage for some people. I have heard of companies with awesome brands that never use the word brand.

Take Etsy. In the early days of Etsy, the word brand was practically a bad word. They used the word positioning, and customer need, and purpose. But they didn’t use the word brand to define this. And yet Etsy did create an awesome brand.

It matters that you have a North Star – not what you call it.

Here are some other words and phrases that you can use if the word brand is standing in your way. You can call it:

Your positioning.
Your promise.
Your north star.
Your value proposition.
Your reason for being.

If an alternative phrasing opens this all-important conversation of defining your North Star, then great. Call it that.

Are you in an environment that does not like the word brand for whatever reason? Remember, it matters that you have a North Star – not what you call it.