top of page

3 Minute read

What's The True Meaning Behind Branding?

Avatar-01.png

Written by

Kristian F.

Date-01.png

Published on

Jan 25, 2021


Before diving into what branding is, it's crucial to understand what branding is not.



What is NOT Branding:


Branding is not a Logo.


Logo is a "symbol" or "icon" and a great tool, but it's not the brand itself.


Brand is also not your service, your product, colors, layout, design, or even your name. While all of those are a highly important part of your brand, they are actually what makes your "Brand Identity".


Brand Identity is a big part when making a good branding strategy, but the actual brand is a totally different thing, and it's bigger than all of the above.



What branding actually is?


A brand is the customer's gut feeling about the product or service that your business provides.


A good brand ends up in the heads and hearts of your consumers. They create it. It's their perception of you and your company.



So, a brand is essentially like a reputation, and you, as a designer, business owner, or entrepreneur can put the efforts into designing a brand and the experience that you want your customers to have, but at the end of the day, it's the feeling they have about you and the perception of your company that really forms what your brand is.


That's why, when it comes to branding and marketing, everything matters, and everything is important, because it all needs to work together to form that feeling and perception.


That's why your logo, colors, and design are very important but they are just parts of your brand.


More accurately, they are just tools/tactics that you can use in order to create that desired impression or feeling that your customers get about your business.



Difference between Amateurs and Pros


Besides your logo, colors, and your name, you also have a number of significantly more effective tools at your disposal in order to create the desired feeling among your customers.


These are the 3 tools we picked out that you can use right now and apply to your business in order to create the desired impression of your brand to your customers.



Story


Story is one of the single most effective tools you have available in order to create more growth, better perceptions, better feelings, and essentially build the business that you want to.



We as humans are naturally conditioned to simply accept, listen, and be influenced by stories, which makes stories such a powerful way to communicate your message, values, and ideas to your customers.


One of the most powerful stories that you can create if you haven't done this already is something called an "Origin Story", or in other words a "creation story".


This story essentially tells the root story of your company. Why it got started? What problem did it solve? (or looking to solve), etc.


This story is usually posted on your website's "about us page" and answers the questions like "Why us?", "Why now?", "Why should I care?".



Beliefs


This part is where it's incredibly important to really dial deep into your "Ideal Customers" (Those people that love you and love what you do and want to support you) and try to identify/match their core beliefs with your core beliefs.


So, what are your core values? What do you stand for and believe in?


Another word for beliefs you could use is a "Creed", and identifying this, and communicating it allows you to really connect with your ideal customers on a much deeper level.



Highlight your leader


Just like any good and well-known brand, you need to highlight your leader.



Apple has Steve Jobs,


Microsoft has Bill Gates,


and Tesla has Elon Musk.


All charismatic, polarising leaders that attract a certain crowd and repel others, all in the name of pushing the brand forward.


And these leaders also frequently use both stories and beliefs in order to push the brand values.


In many businesses, highlighting the leader, even if they are no longer part of the company can help drive the business forward, especially when it ties into the origin story of the business, product, or service that you're trying to promote.


Also, keep in mind that leaders don't have to be real people.

They can be based on fictional characters or representations of the brand.


Great examples of that would be:


- Michelin man,

- Mr.Penuts,

- Mickey Mouse,

- Cooled man,

- Tony the tiger,

- Mr.Clean

- Nintendos Mario

- M & M's.


Before diving into what branding is, it's crucial to understand what branding is not.



What is NOT Branding:


Branding is not a Logo.


Logo is a "symbol" or "icon" and a great tool, but it's not the brand itself.


Brand is also not your service, your product, colors, layout, design, or even your name. While all of those are a highly important part of your brand, they are actually what makes your "Brand Identity".


Brand Identity is a big part when making a good branding strategy, but the actual brand is a totally different thing, and it's bigger than all of the above.



What branding actually is?


A brand is the customer's gut feeling about the product or service that your business provides.


A good brand ends up in the heads and hearts of your consumers. They create it. It's their perception of you and your company.



So, a brand is essentially like a reputation, and you, as a designer, business owner, or entrepreneur can put the efforts into designing a brand and the experience that you want your customers to have, but at the end of the day, it's the feeling they have about you and the perception of your company that really forms what your brand is.


That's why, when it comes to branding and marketing, everything matters, and everything is important, because it all needs to work together to form that feeling and perception.


That's why your logo, colors, and design are very important but they are just parts of your brand.


More accurately, they are just tools/tactics that you can use in order to create that desired impression or feeling that your customers get about your business.



Difference between Amateurs and Pros


Besides your logo, colors, and your name, you also have a number of significantly more effective tools at your disposal in order to create the desired feeling among your customers.


These are the 3 tools we picked out that you can use right now and apply to your business in order to create the desired impression of your brand to your customers.



Story


Story is one of the single most effective tools you have available in order to create more growth, better perceptions, better feelings, and essentially build the business that you want to.



We as humans are naturally conditioned to simply accept, listen, and be influenced by stories, which makes stories such a powerful way to communicate your message, values, and ideas to your customers.


One of the most powerful stories that you can create if you haven't done this already is something called an "Origin Story", or in other words a "creation story".


This story essentially tells the root story of your company. Why it got started? What problem did it solve? (or looking to solve), etc.


This story is usually posted on your website's "about us page" and answers the questions like "Why us?", "Why now?", "Why should I care?".



Beliefs


This part is where it's incredibly important to really dial deep into your "Ideal Customers" (Those people that love you and love what you do and want to support you) and try to identify/match their core beliefs with your core beliefs.


So, what are your core values? What do you stand for and believe in?


Another word for beliefs you could use is a "Creed", and identifying this, and communicating it allows you to really connect with your ideal customers on a much deeper level.



Highlight your leader


Just like any good and well-known brand, you need to highlight your leader.



Apple has Steve Jobs,


Microsoft has Bill Gates,


and Tesla has Elon Musk.


All charismatic, polarising leaders that attract a certain crowd and repel others, all in the name of pushing the brand forward.


And these leaders also frequently use both stories and beliefs in order to push the brand values.


In many businesses, highlighting the leader, even if they are no longer part of the company can help drive the business forward, especially when it ties into the origin story of the business, product, or service that you're trying to promote.


Also, keep in mind that leaders don't have to be real people.

They can be based on fictional characters or representations of the brand.


Great examples of that would be:


- Michelin man,

- Mr.Penuts,

- Mickey Mouse,

- Cooled man,

- Tony the tiger,

- Mr.Clean

- Nintendos Mario

- M & M's.

Creative market one of a kind fonts graphics templates themes and photos to accelerate your design projects colorful ad design

Discover more Resources

Graphic Design Masterclass Learn GREAT Design Courses

Graphic Design Masterclass Learn GREAT Design

ㅤ

Courses

Subscribe to the Branding Expert Youtube Channel Tutorials

Subscribe to the Branding Expert Youtube Channel

ㅤ

Tutorials

Logo Design Mastery In Adobe Illustrator Learn Logo Design Theory, Creative Process, Work Working Clients & Mastering Adobe Illustrator

Logo Design Mastery In Adobe Illustrator

ㅤ

Courses

Adobe Photoshop photoshop online
best free photo editor online
adobe photoshop download for pc
photoshop free download for windows 10
adobe photoshop cs6 download
adobe photoshop online
adobe photoshop cs6
adobe photoshop free download for windows 7
adobe photoshop 2021
photoshop free download for PC
photoshop download for windows 10
online photoshop free
photoshop app
adobe photoshop express
best online photo editor
adobe photoshop free download for windows 10
adobe photoshop elements
adobe photoshop cc
adobe photoshop 2021 free download
adobe photoshop cs6 free download
adobe photoshop cc 2021
adobe photoshop 2021 free download for lifetime
photoshop free download no trial

Download the Latest Version of Adobe Photoshop

ㅤ

Software

Adobe Illustrator adobe photoshop
inkscape
illustrator design
adobe illustrator cs6
adobe illustrator tutorials
adobe illustrator draw
adobe illustrator price
adobe illustrator draw mod apk
adobe illustrator cs6 free download full version with crack
adobe illustrator free download 64 bit
adobe illustrator draw download
adobe illustrator free download for windows 7 32 bit
adobe illustrator cs6 free download
adobe illustrator license
adobe illustrator free online
adobe illustrator alternative
adobe illustrator free alternative
adobe draw download
adobe illustrator draw apk download
adobe illustrator login
adobe illustrator tutorials pdf
adobe illustrator download apk
adobe illustrator course

Download the Latest Version of Adobe Illustrator

ㅤ

Software

2023 Best Branding Agencies by DesignRush

2023 Best Branding Agencies by DesignRush

ㅤ

Awards

branding
branding design
branding definition
branding meaning
jobs in marketing
branding books
branding agency
branding strategy
what is branding
brand identity
brand equity
product branding examples
what is brand name
branding jobs
branding consultant
brand manager salary
brand book example
brand strategy template
brand identity examples
entry level marketing jobs
branding strategy examples
types of branding strategy
brand development
good branding
brand marketing jobs
brand book design
branding strategy template
brand books pdf

Download eBook for FREE

Learn everything you need to know about Branding your Business free of charge

Success! Enjoy the eBook

You might like

design brand branding new services company work logo experience contact customers graphic graphic design business identity top website designs create graphics project art projects site policy search privacy privacy policy design agency new York web design design companies san francisco brand identity logo design design services design graphic design graphic design graphic design companies digital marketing design company full service design agencies brand strategy design studio design digital design solutions

Most people find themselves in a common dilemma where they need graphic design assistance on one...

brand archetypes archetype hero customers jung brands branding people world find life market carl brand archetypes create marketing feel best personality creator work new outlaw good power free experience understand don't vision customer build true care company carl jung story journey status read brand archetype strategy innocent sage business brand strategy harley davidson

Starting a company can be quite challenging especially once you start dabbling in the world of...

design portfolio graphic graphic design designer design portfolio best portfolios graphic designer projects project web new designers experience work website create clients creative page design portfolios best work portfolio examples portfolio website graphic design portfolios case studies design portfolio examples potential clients graphic design portfolio examples social media web design new york art director best graphic graphic designers online portfolio design work high quality best graphic design brand identity logo design privacy policy freelance graphic design process award winning freelance graphic designer

So you started your designer journey and noticed that most of your fellow designers have developed...

bottom of page