What is Branding?
Branding encompasses all measures for developing and maintaining a brand. It's not just about logo and colors, but about the entire perception of a company by customers and the public. Good branding creates recognition, builds trust, and communicates the company's values and personality. It includes visual identity (logo, colors, typography), verbal identity (tone, messaging), brand values, positioning, and customer experience. Strong brands can charge higher prices, win customers more easily, and have more loyal employees.
Key Points
- Branding starts with strategy, not the logo
- Consistency across all touchpoints is crucial
- Emotions play a central role
- Branding is a long-term process
- The brand must be lived internally and externally
Practical Example
“Through comprehensive rebranding, the company was able to appeal to a younger target audience.”