Does a brand need to generate income to exist? This was the question I posed in this weeks #BrandChat on Twitter. We didn’t see the #BrandChat moderators so I jumped in and moderated it myself lol.
— Stephen Abbott (@SJAbbott) January 8, 2014
P.S. My Twitter chat moderating skills could use some work 😉
Anyway, some were trying to determine exactly what branding is, which invited tons of insight from branding, PR and social media professionals.
A great example of brands that exist whether or not they are generating income is in the non-profit sector and charitable organizations. Their goal is more about helping others in need than making a profit.
At the end of the chat I indicated that Mother Teresa is also a great example of a ‘brand’ that’s not in it for the money, but not all agreed.
— Judy Gombita (@jgombita) January 8, 2014
— Kavita Chintapalli (@kavita1010) January 8, 2014
Just to clarify, I didn’t refer to Mother Teresa as a brand in the sense of a business or company that’s out to make money, but she is a ‘brand’ in what we know of her, who she is and what she does. Once you say her name, one will immediately think peace, love and holiness, that is branding; it’s the name that you make for yourself through the things that you do and say. She is not trying to be a brand but her life and her work leaves such an impression on us that keywords and thoughts and colors and feelings come over our senses, when we see her or hear her name .
Her mission was to touch lives and help others and I’m almost certain she wishes the whole world would follow suit, especially where it means that you get no payoff besides someone else’s happiness and safety and peace of mind. So adding that layer of having or wanting to have influence on others is synonymous with being a brand.
I believe, once someone can associate certain characteristics, attitudes, behaviours or looks to you as a person or business, you have essentially branded yourself; and most are doing it without even trying.
Let me know your thoughts on non-revenue generating brands. Do you see Mother Teresa as possibly being a brand?