Understanding Branding

Defining What Branding Isn't

• Not a Logo
  • A logo is a tool, a symbol for the brand, not the brand itself.
• Not a Product
  • Buying a product is not the same as buying a brand.
• Not a Promise
  • While it can act as a promise, this isn't the full picture.
• Not Just Impressions
  • Advertising impressions do not define the brand from a business perspective.

What Branding Actually Is

• Customer’s Gut Feeling
  • A brand is a customer's gut feeling about a product, service, or company.
  • It resides in the consumer’s head and heart.
• Creation by Customers
  • Customers take raw materials (products, messages, etc.) and create their own perceptions.
  • Millions of individual brands exist within each audience member’s mind.
• Business Reputation
  • A brand is akin to the business's reputation, varying slightly for each individual.
  • Important to control and steer towards a beneficial perception.

Misconceptions in Branding

• Designer’s Perspective
  • Often see branding as storytelling or pitching ideas.
  • Mistaken belief in completing branding with checklists (e.g., logo, tagline).
• Client’s Perspective
  • May treat branding as a series of tasks to check off.
  • Fail to recognize that true branding is in the perception created in people’s minds.

Components Affecting Branding

• Overall Impact
  • Products, design, messaging, look & feel, company culture, and employee behavior.
  • Almost all facets of business impact the brand, including finance.

Final Insights from Marty

• Branding involves nearly everyone in a company.
• Always think about how each action affects the brand, consciously or unconsciously.