What's the one word you could use to describe your brand?
Can you sum it up simply? What is the essence of your brand?
Continuing firmly or obstinately in a course of action in spite of difficulty or opposition.
Your question hits precisely upon one of my greatest marketing bugbears! It may be semantics (plants tongue firmly in cheek) but I question why anyone would want to be called a "brand"; and if so, why on earth would someone restrict themselves to just one word?
I posted an article on the subject here: /article/75-is-branding-necessary-can-branding-be-replaced-for-servicebased-businesses
in which I argue that the practice of "branding" should be disregarded. Unless you sell soap, cornflakes or petrol. I'd be delighted if you let me know what you think.
I'd like to think it's 'outcomes'
But then I'd also suggest that the key question is "what's the one word your customers (or as importantly prospects) use to describe your brand?"
One suspects we all love our own brands, but we don't buy from ourselves ;)
It's actually mu business name - Quiddity :)
The inherent nature or essence of someone or something.
essence - substance - gist
Hopefully it's "Classic style".
Discovery (business quality). Helpful (personal quality).