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Branding

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What is Branding?

Written by

Jake Hartigan

Published:

December 20, 2024

What is Branding?

Your brand—in its simplest form—is the sum of how people perceive and feel about you. It’s an intangible combination of impressions, expectations, and emotions that audiences associate with your company, product, or service. This might sound straightforward, but shaping these perceptions is anything but simple. That’s where branding comes into play.


Brand vs. Branding:

Brand: A brand is not just a name or a logo. It’s the total experience someone has when interacting with a business. It’s the “fingerprint” that distinguishes one company or product from another.


Branding: Branding is the intentional process of influencing how your audience thinks and feels about your business. It involves carefully defining your values, clarifying your message, and presenting a consistent visual and verbal identity. Ultimately, branding is about building trust and recognition, ensuring you stand out in a crowded marketplace.


Everyday Personal Branding:

You’ve probably tried your hand at branding without realizing it. When you choose a certain style of clothing, speak in a particular way, or adopt a unique personal aesthetic, you’re sending cues to others about who you are. This conscious effort to project an image—an extension of your personality, values, and story—is branding on a personal scale.


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The Historical Roots of Branding:

The word “branding” comes from the Old Norse term “brandr,” meaning “to burn.” In ancient times, farmers and ranchers would burn symbols into livestock to mark ownership. Over centuries, this concept evolved and broadened. By the late 16th century, “brand” began to mean more than a physical mark—it became shorthand for a distinct identity or reputation.


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Fast forward to the 19th century and beyond, branding took on a new dimension in the business world. As mass production and global trade expanded, companies needed ways to differentiate their goods. Branding moved from simple markings to include names, logos, slogans, packaging, and eventually, the intangible elements of beliefs, values, and cultural relevance.


Modern Branding: Why It Matters More Than Ever:

Today’s marketplace is saturated with choices. People are bombarded with products and services that often have similar features and pricing. A strong brand helps a business rise above the noise by creating emotional connections and fostering loyalty. Studies consistently show that customers are more likely to choose brands they know and trust, even if competing products are cheaper or more readily available.

Key Elements of a Brand’s Visual Identity:

1. Logo: The logo is often considered the “face” of the brand. It’s a visual shortcut that helps audiences quickly recognize a company. Take Amazon’s iconic logo, for example. Its arrow not only visually ties the “A” to the “Z” (suggesting that the brand sells everything from A to Z) but also subtly implies a smile, reflecting the company’s mission to please customers.

2. Color Palette: Colors evoke emotions and set the tone. Think of Coca-Cola’s vibrant red or Starbucks’ deep green. These hues become shorthand for the entire brand experience. When applied consistently across packaging, ads, websites, and social media, a strong color palette enhances recognition and stability.

3. Typography: Fonts convey personality. Bold, modern typefaces might suggest innovation and energy, while serif fonts can feel more traditional and established. The right typography strengthens brand messaging and helps it feel unified across different platforms.

4. Imagery and Graphics: Photographs, illustrations, icons, and patterns can all reinforce a brand’s identity. High-quality, on-brand imagery can communicate core values and storylines without a single word.


Beyond the Visual: Brand Voice, Values, and Personality:

Visual identity is just the beginning. Branding also involves a brand’s voice—its way of speaking to the audience. Are you playful or serious? Authoritative or approachable? Your tone and choice of words in marketing materials, social media posts, and customer service interactions all contribute to your brand’s personality.

Similarly, clearly defined brand values and purpose give customers a reason to connect on a deeper level. For example, imagine a local real estate agent who specializes in eco-friendly and energy-efficient homes. They might emphasize their extensive knowledge of sustainable building materials, highlight properties featuring solar panels or green roofs, and offer insights into environmental rebates or sustainable neighborhood initiatives. By focusing their messaging on these values, this agent would naturally attract clients who care about minimizing their environmental footprint, strengthening their brand image as a resourceful, community-minded professional. Over time, these principles become key components of how the brand is perceived and remembered.

Evolving Over Time: From Complexity to Simplicity:

Established companies often simplify their visual identities as they gain recognition. Initially, a new brand might rely on descriptive logos, taglines, and detailed marketing materials to explain who they are. Over time, as the brand becomes familiar, it can strip down these elements, relying on iconic symbols, colors, or even just a single letter (think of the “M” in McDonald’s) to remind customers of its identity and promise. This is the idealized ‘household name brand’.


Consistency is Key:

Branding isn’t a one-and-done event; it’s an ongoing commitment. Consistency across all customer touchpoints—advertising, packaging, website, social media, and in-store experiences—ensures that people encounter the same brand every time they interact with you. Consistency builds trust, fosters loyalty, and makes it easier for customers to recall who you are and what you stand for.



The Ultimate Goal of Branding:

At its core, branding takes the heart of a company—its values, purpose, personality, and promise—and brings it to life. Done well, branding sets a strong first impression and encourages positive associations that endure. People choose your brand not just because of what you sell, but because of what your brand represents.

In a world where products and services can look alarmingly alike, a meaningful brand can be the difference between blending in and standing out. By carefully shaping how you present yourself, you give people something memorable to hold onto—a story, a feeling, a connection.


Want to learn how to use branding in your business? Check out my article ‘How branding works’ to learn the top ways to influence your audience and customers perceptions.



Jake Hartigan

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