What Does 'Branding' Mean?

The word ‘branding’ today has become a buzzword for a wide variety of different meanings and concepts. This is why, not surprisingly, the answer to the question, “What does branding mean?” is not so simple. Here we attempt to find as comprehensive an answer as possible.

What is Branding?
Imagine an Apple product, what is the most noticeable thing about it? Most will answer that it is probably the logo. However, branding is more than just about logos and names; it deals with association and perception.

When people shop for Nike shoes, they associate the brand with famous athletes and perceive the product to be of good quality. The Nike logo isn’t just there to tell customers that it was made by a certain company, but also to trigger a psychological response in them that compels them to be attracted to the product.

At its core, branding is a sum of all customer experiences. Apple’s brand is so strong because ownership of their product makes people feel good about themselves, and the products themselves have a proven record for great functionality and quality.

With Nike, consumers have found the athletic wear to be of the highest quality, and have also seen famous people wearing those products. The sum of all these experiences is why the brand is associated and perceived how it is by the public.

When a business is building a brand, they are effectively trying to control and plan the experiences that they want their clients to have.

Branding – Getting Started
Getting started with branding is a lot like a journey of self-discovery for your company. You have to clearly find and define your company values, vision, targeted demography, and goals first. Afterward, you want to develop an effective marketing strategy to commutate this to your audience.

But, remember, since branding is all about experiences, you will also have to ensure that the experiences your customer gets out of using your product or services remain consistent with these defined aspects. In fact, this shouldn’t be just tied to products and services but to every aspect of your business - how you answer calls, what you or your salespeople wear, etc.

Help Us Build Your Brand
Whether you are just starting out or already are an established business, we at Print and Web Designer can help you build your brand and attract more customers. To get started, or if you have any queries, email us at .