What is Branding?

Pam Sullivan

Pam Sullivan About The Author

Feb 4, 2021 10:45:00 AM

What is Branding

Branding is not just for iconic corporations. No matter how small you are when you start, you must think of your business as a brand. An effective branding strategy can take an unknown company and turn it into a household name. For this reason, 89% of marketers say that their top goal is brand awareness.

So, what is branding, and how is it done? Let's dig in to demystify the branding process. 

What is branding?

Your company's brand is more than just a logo, a color scheme on a website, or even what products or services sold. Branding is the chance to tell your customers the story of your business, how it started, what its goals are, and what it stands for. It is the customer service you provide, how you treat your employees, the philosophy you embrace, and the culture you create.

A comprehensive branding strategy is an integral part of your marketing plan because it humanizes your business. It lets customers know what they can expect and what impact your company has on society. Branding builds relationships with your audience based on trust. Eighty-one percent of consumers say they need to trust a brand before they can do business with it. 


The Apple Corporation has one of the most recognizable logos. Its business model is focused on simplicity, reliability, and intuitive design. Millions of loyal fans won't touch other computers or devices and remain loyal to the Apple ecosystem. If you want to grow your business, building your brand is the best way to do it.

The Benefits of Branding 

Branding is like the personification of a business. Its goal is to create a clear, positive impression across as many touchpoints as you can control. The main benefits of branding include: 

Branding Keeps Your Business Top-of-Mind

A branding campaign defines your company's objectives and focuses on your target audience. It creates a unique identity that differentiates you from the competition. 

Sharing your brand across different platforms can increase revenue by 23%. Your brand identity should be communicated frequently and consistently in multiple ways. You might run a commercial on television and re-purpose it on social media. Include the same message as a video in both your email marketing and on your website. Advertising consistently helps keep up the momentum and keeps your brand top-of-mind with your customers. 

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A campaign dedicated to branding alone would focus on all the elements needed to create a dynamic brand. Defining your purpose, being consistent, and making an emotional impact are key. Talk to your media partner about the possibilities. 

Branding Creates Recognition

Branding gives your business an identity that people recognize. Creating recognition depends on consistent messaging, an interactive website, a strong social presence, and constant branding. Ads that help generate recognition use visual or auditory cues such as logos, colors, slogans, packaging, or jingles to help consumers recall the brand. McDonald's golden arches and the Nike swoosh symbol are good examples of how this works.  

Branding Facilitates Deeper Connections with Customers

Your brand is what makes your business unique. It integrates all the pillars of the company, including customer service, and it helps you to develop solid connections with your customers. Successful branding creates trust, loyalty, and conversions.  

An excellent example of a branding campaign that connects with the audience is Sephora's "Identify as We" campaign. The goal of this campaign, which is a continuation of the company's "We Belong to Something Beautiful" platform, seeks to foster a greater sense of belonging within the beauty community. Its success relies on the long history it shares with its customers creating a welcoming space for every client.

Branding Shares Your Purpose

Now more than ever, customers are aligning their spending with brands that have a strong sense of purpose. Eighty-nine percent of shoppers say that they are loyal to companies that share their values and support the causes they care about. 

Your brand's purpose is the core belief behind your company. It’s the "why" behind what you do. Purpose-driven companies form relationships with their customers that go beyond a transaction. It defines your brand's culture, creates clarity, and helps you attract, retain, and motivate talent.  

Successful branding involves consistency, authenticity, a strong sense of purpose, and relationship building. It gives your company its identity and evokes an emotional response in consumers. Working with a media professional can help you shape your brand to drive business results. 

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