What is Branding? | A Guide to Strengthen Basics

Is branding simply a design? Is it how presentable your website looks to your people? Is branding the same as marketing?

There might be a lot of questions in your mind. And most of the time, you’d have wanted to let branding go and dance at a distance because maybe it wasn’t your headache to look after it. But now the tables have turned. You’re building your own brand. You’re working on your own startup. And you’re excited about ticking all the boxes.

How is Branding Different From Marketing?

First things first, Branding and Marketing are two very different concepts. If Marketing is like introducing yourself, then branding is like developing a solid bond.

If Marketing is a tree, branding is its root.

Didn’t quite sink in?

Let us put it from a better perspective.

If Marketing is your left eye, then branding is your right eye. And vice versa.

Although we can see with one eye clearly, nobody would like to be one-eyed.

And the purpose of branding is to make things presentable to the eyes.

Let us explain it with more examples:

1. When you don’t wear shoes, but wear Nike.
2. When you don’t make UPI payments, do PayTM, PhonePe or GPay.

Definition of Branding in Business

But that’s the thing about branding. It can never truly be defined.

The Cambridge Dictionary defines branding as “the act of giving a company a particular design or symbol to advertise its products and services.”

Is branding an example of design? Is it a corporate identity or a well-designed website? Is it similar to advertising or marketing? Is it just the way things appear?

These and similar questions have been posed to us numerous times. Potential clients who want to improve their company’s competitive edge frequently come to us without knowledge of branding. Because there is so much conflicting information, it is easy to become confused even after conducting research. It’s also common for businesses to begin their branding project with a partner who could be a better fit. All because there is no universally accepted definition of branding.

The meaning of branding

Your brand is the public’s perception of your company or organisation. The process of creating and managing these perceptions is known as branding.

People form their perceptions of your organisation based on their past experiences and future expectations.

Using your product, browsing your website, visiting your store, and interacting with your staff are all examples of previous experiences. At each touchpoint, your customers will have had an emotional reaction, which, whether positive or negative, is stored in their brains as a memory of your company.

People’s future expectations are based on what they have witnessed, read, seen, or heard about you. They are primarily based on subjective mental feelings.

When people consider your brand, they are triggered by these emotions and feelings.

Much more than the logo alone

To successfully create and manage these perceptions, you must first understand the overarching nature of branding. Your brand is much more than an image or logo. It affects almost every aspect of your company, from business management to product development to visual identity, to name a few. When used correctly, branding can provide a robust framework for managing these areas coherently.

A framework for growing your brand

In its most basic form, a framework can be a set of values that motivates you and your organisation. These principles should guide everything you do. With brand values influencing all areas of your organisation, these areas will begin to feel like they are coming from the same place. As a result, you will soon have more control over the experiences you provide your customers.

Every new interaction people have with your company will help to reshape their previously formed perceptions and shape their future expectations.

CONCLUSION

Branding gives an organisation or its products a distinct and consistent name, symbol, and reputation in the marketplace. The process entails developing and marketing a unified voice and visual identity across several platforms. A well-known and respected brand can do wonders for a company’s reputation and bottom line. Building a successful brand requires forethought, strategy, and in-depth familiarity with the intended demographic. Investment in branding allows companies to establish a strong bond with their clientele.

Are you ready to create a brand for your company? If you need any help, don’t hesitate to contact startupmate to get started.