What is a brand? The American Marketing Association defines a brand as a “name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” The legal term of a brand is a trademark. Another way of looking at a brand is it being the personality that identifies a product, service or company. It’s widely accepted that a brand has a psychological impact with people in the form of thoughts, feelings, perceptions, images, attitudes and so on.
Roy Disney, son of Walt Disney, talked about the Disney brand at a shareholders meeting.
“We are bringers of joy, to be affirmers of the good in each of us. To speak, not to children, but to the child in each of us. The Walt Disney Company is more than just a business. It is an authentic American icon. This is not something you can describe easily on a balance sheet, but it is tangible enough. It is the foundation for everything we have accomplished as a company.”
Innovation Protocol, a Strategic Brand Development Company defines a brand as: A unique, ownable relationship with a customer that’s founded on consistency, communication and character. A brand is the idea that influences preferences.
The idea behind the TSO brand is caring – doctors caring for patients. We’ve seen it in our research and we saw it in the focus groups during the testing of the Q3 commercials. The idea of caring that came through in the commercial and that the participants in the focus group said it would influence their preference of who to use. They had a greater interest in TSO because of the “caring” message.
A brand is the idea that influences preferences and that message of “caring” has been the basis for TSO marketing and advertising this year: Caring for youth and education through involvement with the Houston Livestock Show and Rodeo; Caring for the home team with the Houston Astros sponsorship; Demonstration of caring by the recommendation of the need and benefits of multiple pairs of glasses; and showing that we care for patients through the Hallmark Card Program.
This concept was emphasized for the Optometric industry during MBA classes and roundtable discussions at the recent International Vision Expo. One idea shared was that at the end of the each day, even before looking at revenue receipts, or at least during a weekly staff meeting, discuss what was done to make the patient experience better. Was there a “wow factor” during their visit? Did we show that they are important to us? Did we demonstrate that we cared?
A brand is the idea that influences preferences and the idea behind the TSO brand is………..CARING!
For more information, please contact Vice President of Account Services, Rod Windham at
firstname.lastname@example.org or by calling 713. 871.8980 Ext. 105.