By definition, branding is nothing more that marketing practice. With branding we often combine corporate logos, visual identities or colors. But is it really sufficient explanation?

Branding is for me the process. Not always easy, not always beautiful, but still a process combining creativity, behavioral psychology & customer experience. Process which allows us to create strong and positive perception of a company across a variety of fields.

Branding is our product or service that we give our customers but not only that – it is the vision of our company, that we create in their minds. And yes, it’s still a logo or design/color theme which we use, but it is a mission statement or makreting comunication too. All this things build our consistent branding. Or better say… build your unique brand.


Is every branding the same? Do we use always the same processes?


No. Just as every company is different, so too are the processes that go into brand & look. Not all customers expect the same from another companys, and not every company have the same customer service. We should to make our branding fits into many aspects of a company’s work, blending them into a perfectly functioning unit that builds trust with its target audience.


For example branding in physical store can be very different to his online variation as in store you have to worry about positioning of your products and direct customer service, and all this can effect how a customer experiences your brand. Building brand flow in store is more experiential as people can walk around and pick things up, whereas customers in online store are experiencing a two-dimensional scene. It’s not the same experience.

Of course certain elements of branding are consistent with both online and in store. These include consistent imagery and logos, marketing communication or your mission as a company, but still whole brand flow for this two channels is bit different.


Why is branding so important?


Branding is absolutely critical to a business because of the overall impact it makes on the company. It can change how people perceive your brand, no matter if we say about bad or good branding. It can drive new business and increase brand awareness, but it can lower the ranges or make your brand forgettable too.

It is important how your company gets recognition and becomes known to the consumers. You should carefully and with sure strategic constructing your brand through stories, relationships, marketing messages and visual assets. It’s really important because here, in this place, only you have the opportunity of shaping your customers expectations and creating a unique bond between this two worlds.


Marketing psychology or artificial need?


I think branding is something more as a marketing psychology, and is not an artificial need of XXI century, because a professional appearance and well-strategised branding will help the company build trust with consumers, potential clients and customers. It’s not about marketing. It’s about feeling we give our customers. People are more likely to do business with a company that has a polished and professional portrayal. They have more trust, they want come back to us.


Branding is the constant feeling we give others. It is good to make these feelings positive.

Do you agree?