What is branding?

According to the Cambridge dictionary, branding is “the act of giving a company a particular design or symbol in order to advertise its products and services.”

However, it is a mistake to think that branding is only reduced to its aesthetic component.

Branding is much more than that.

A brand is not only defined by a logo, a product, or a promise. A brand is defined by its reputation, which itself is the result of the story you have created through different components.

Your brand is your business reputation, and every customer has a different opinion about your company. When you own a company, you actually have millions of brands.

“A brand is the customer’s gut feeling about a product, service, or company.” - Marty Neumeier, brand strategist

Therefore, when you want to work on your brand, you need to think bigger than just visuals.

Branding is the perpetual process of searching, identifying, and developing cumulative assets and actions that shape the way customers will feel about your brand.

1. A perpetual process

Any person working in marketing will tell you that: markets constantly evolve. Therefore, your business should too.

A simple example is a debate around animal fur. In the past few weeks, we have seen many big houses such as Moncler or Dolce&Gabbana give up using animal fur in their clothes.

Keep working on your brand identity, show your audience that you are always trying to improve.

2. Searching, identifying, and developing

Identify your target audience, listen to what they have to say. Try to understand them, how they think, what they like. Create a buyer persona, and develop your brand strategy accordingly.

3. Cumulative assets and actions

Your story must be translated into sensory assets such as a product packaging, a jingle, or an advertisement, and actions like services, customer support, or communication.

Develop assets that will personally affect your buyer persona, and build up a positive perception of your brand in your customers’ minds.

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