Home » Brand » What is Brand?

Know what your customers want more and what your company does best. Focus on where those two meet.

Running a business, without a differentiated brand is like someone trying to quench his thirst by digging a new well each day. There is no clear long term plan of survival. In the short run a brand provides survival and profitability. In long run it gives meaning to existence of the business unit.

The brand thus, is emotional map of the business. It goes beyond the mere commerce of business and connects people running the business to people availing services of the business. Brand is what humanizes the business around its economic backbone.

All Brands are a personalized statement of a businesses’ world schema and its place therein. It is a unique worldview as expressed through the business. Brands provide a genuine window to the culture and value creation process of the business. If that view is authentic and passionate it creates a ripple in the hearts and minds of its target audience.

Brands, defined thus, are therefore home grown and organically cultivated. They have to be reflective of businesses’ resident DNA. They cannot be imported. For a Brand to have a natural voice it has to be self realized on five dimensions:

  1. Purpose
  2. Value
  3. Positioning
  4. Vision
  5. Promise


Once defined and maintained, the brand thus will be the genuine trigger of how people feel after interacting with the business. This trigger is also the key at winning the battle at Zero Moment Of Truth (ZMOT).

At Media Mosaic we enter into extensive consultations to understand the business and its roots. We create a brand blueprint for the company and with your help, validate it and then help to spread it.

So if you need help to define your brand, its voice and its reach contact Media Mosaic for its “WIN@ZMOT with MM” campaign.