Related terms

• Buyer persona
• Marketing plan
• Target

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Branding

Branding is the process of creating and constructing a brand. It involves defining the brand's identity and managing all the elements associated with it, such as its name, positioning, and brand architecture.

What is the purpose of branding?

Both corporate branding and personal brand construction serve to make the user choose that brand over others because they recognize it when they encounter it, for example, on social media or in a store. Moreover, branding associates the brand with certain distinctive values, giving it meaning.

Examples of corporate branding can be found in consumer brands. When asking several people about a soft drink or a computer, they will probably give the same answer, but it will be more challenging for them to know the brand of their elevator or the fire extinguishers in their building. However, an expert in that field will likely be familiar with them.

Branding allows new brands to find their position in the market and attract customers. It serves to create the elements that define them and give them life. It is also a loyalty tool because it helps them remain recognizable over time, even when they add new products to their portfolio.

How to work on your brand's branding

The process of creating a brand starts with finding a name. Naming work includes tasks such as researching industry references and identifying the attributes that the brand wants to convey. Based on this research, a series of names are proposed, and a final name is chosen from among them.

From there, the brand's identifying elements are defined, such as its logo, typography, and colours that will be used in visual materials. This visual corporate identity is just one part of brand management; there is also olfactory branding and auditory branding, meaning the scents and sounds with which the brand wants to be associated to make it easily recognizable to users.

Furthermore, it's essential to consider that the brand needs to communicate with its audience, which is why it must have a clear verbal identity to express itself, for example, on its website, advertisements, or in email messages. This voice is also based on the values used to choose the name and is what the brand needs to communicate in its messages.

When working on branding, it's essential to ensure that the brand is protected, such as through legal protections like trademarks in other countries or online domains.