The term ‘branding’ dates as far back as 2,700 BC, when farmers use to burn a symbol or ‘brand’ into the skin of cattle and other livestock. The practice made livestock identifiable for farmers in fields where the livestock of different farmers were mixed. If you know the definition of branding in this sense, it’s not completely irrelevant to business branding. As a branding firm, you can imagine what question we get asked the most frequently...
According to the Business Dictionary, branding can be described as:
"The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers."
Another definition from the American Marketing Association explains:
"A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers."
Our Brace definition for Branding:
"The process of creating a unique and consistent experience for consumers by communicating your brand personality and promise with both tangible and intangible value."
Tracking back to the traditional meaning for branding, you can think of modern day branding as the process of burning a certain impression or perspective of your company into the minds of consumers. Your brand acts like a marker to help your customers recognize and differentiate your company from the competition. To create a coherent image that encompasses all the best aspects of your brand, branding is used to solidify a cohesive message to your current and potential customers.
Branding is the indirect language that communicates to your customers who you are, what you stand for and what your promise is to your customers.
While almost everything you say, do or create goes towards building your brand, there are specific places viewers will look to first when initially judging your brand. Because these aspects carry such weight, this is often where companies will seek additional aid from PR, Design and Marketing firms.
Branding more simply put is the act of harmoniously tailoring your brand identity to mean and look the same in every form of execution. The key to branding is to create recognizable cues for your customers to identify your brand and understand what it stands for. Communicating this creates loyalty in customers who fall in line with your brand values and have developed an emotional connection with the relatable story of your brand.