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What is Branding?

In the marketing world, the word “brand” is thrown around a lot. It’s used so much that it almost loses its meaning. Due to this, we thought we’d discuss what branding truly is and why should you be paying attention to it.

Many people think of branding as a company’s name and logo. While that is certainly an important part of creating a brand image (consider the iconic red-and-white of companies like Target and Coca-Cola), it isn’t everything. Our favorite way to describe branding is to think of your company as a person. If your company were a person, your brand would be its personality.fim_vlog-bloggfx_04brand-01-cropped

Your brand is the emotion that you bring to your audience and the things that you value as a company. Branding is the experience that consumers have when they visit your store, call you on the phone, and purchase your products. To give you a more concrete idea of what we mean, let’s go over a few examples.

Consider Apple (link/logo). Apple is universally identified as being slick, simple, and fun. That is certainly not a coincidence. Everything that Apple does and builds is designed to create a certain brand identity. From their sleek, sparse store design to way that they craft their packages, Apple creates a cohesive image to the world that is immediately identifiable.fim_vlog-bloggfx_04brand-02

Another great example is Target (link/logo). Without even seeing their logo, Target ads are instantly recognized because of their bold color scheme and their fun, trendy, and quirky sensibility. Their stores are designed the same way, making you feel the same way at a Target in Idaho as you would at a Target in Maine. It also gives customers the confidence that whatever they by at a Target is guaranteed to be in style. From its advertising to its values, Target maintains its own unique space in the public eye.

If you’d like to learn more about branding and how we incorporate it here at Fresh Ink, we’d love to hear from you! We’re constantly learning and posting about the latest trends from the world of video marketing, so be sure to check out our other blogs and to subscribe to our YouTube series “The Fresh Take”!