What Do We Do?

What Do We Do?

Branding is the act of changing a brand. Pretty straightforward. The problem is there is no consensus on what a brand is. We use the term freely, fluently. We use it so often it seems silly to try to define it. But that is what I am about to do.

Every brand is made up of at least three components: Why they exist, what they do, and how they do it.

Target and Walmart are a recognizable pair to compare in order to illustrate this definition.

What Do We Do?

The shared interests and aspirations of the people in an organization is codified by many names. They are sometimes called ethos, core values, purpose, promise, mantra, mission, vision. Target has a primary external tag: Expect more. Pay less. Walmart has something similar: Save money. Live better.


Pretty self explanatory. These companies do the same thing. They are big-box discount retailers. They offer a similar product range, in that they offer everything.

What Do We Do?What Do We Do?