What is a brand?


The term brand has now been lost in the labyrinth of commercial jargon due to its excessive and, all too often, improper use. There is no shortage of occasions when this is confused with other terms such as logo or brand. To clarify, let’s start defining what a brand isn’t:

Your logo

Your claim

Your product

Your service

These may be expressions of your brand, but they are not your brand.

Here’s how we at Funicular define the brand:

It is the promise of a distinct and memorable experience. It is a mostly intangible aspect, a feeling, born from the combination of all the feelings that the customer experiences with every interaction with your service or product. Every memory, thought, impression, site visit, purchase, social media post, event, phone call and transaction, contributes to the brand’s reputation. This is why you shop in store A instead of store B even though the price or product may not be so different.

Developing a strong and authentic brand and consistently transmitting it is the basis of every successful business. Funicular can help you lay the first stone.

We’ll help you find out what makes you special, what sets you apart from the competition and who you are, what you want to be and what your target audience is.

The development of your brand will be essential to constantly convey the right message to the right people, thus creating lasting relationships.