Branding experts describe a brand as the collective unconscious of all the thoughts, perceptions, emotions and attitudes that exist in the mind of consumers about a product or service. It exists only in the mind and is, therefore, an electrical impulse shared by many people. It is single-minded thought shaped by marketers and the market itself and it becomes an expectation of a specific experience or outcome shared by consumers. It is the focused intention of the business entity for the consumers of its products. In this way, it is just like a prayer which is also a focused intention.
Dr. Wayne Dwyer is one of my favorite authors, and in his book, “The Power of Intention”, he describes how our thoughts manifest into reality, marshaling the energy of the universal creative mind. When a company develops a brand, it is marshaling the intention of those who are focused on developing it — product managers, scientists, researchers, production departments, creative directors and sales teams.
I believe this is the reason why a strong brand becomes a strong one and is more likely to stay that way. Initially it is the will power of the developers. Over time, it is the expectation of its customers that feeds its success and expansion.
The power of intention is a powerful idea which every branding team should consider on the first day of development and remind itself every day thereafter.