What is branding? Branding 101: more than just a Logo

"A brand is a person's gut feeling about a product, service, or organization." (Marty Neumeier)

Branding. It is a trendy word we hear often nowadays, but what does it actually mean?

In essence, branding is a conscious process through which a business, service, or product develops a unique and easily recognizable identity. Its goal is to differentiate itself from competitors, build customer trust and loyalty, and communicate the brand's core values. It's about ensuring that when customers see a product or company, they associate it with the exact qualities the business intends to project.

Think about it: what comes to mind when you think of Nike? Movement, sports, premium athletic wear, world-class athletes—well, that's no coincidence. 🙂 The company invests heavily in reinforcing these specific associations.

Building brand loyalty gives you a significant market advantage. It removes the need to participate in price wars; customers won't look for a cheaper alternative if they are accustomed to your superior quality. Furthermore, when launching a new product, you don't have to start from scratch because you can rely on your established brand equity.

What does it include in practice? It covers the consistent use of colors, shapes, logos, and all visual elements. It also involves mission-driven slogans used in advertisements, websites, and every other touchpoint where the brand meets the world.