Branding
Branding is the strategic management of a brand to define what it stands for, how it differs and how it expresses itself
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It brings together positioning, verbal and visual identity, behaviour and experience. For example, a promise of simplicity should be reflected in the message as well as in sign-up and customer service. Its consistency is built across every touchpoint.
Topics
Variants and linked concepts
- E-branding. Digital branding applies brand strategy to products, content and relationships in digital environments, staying consistent with other channels.
- Techno branding. Technology can extend brand expression, but it should serve the brand's strategy and the experience it aims to offer.
Frequently asked questions about Branding
How do you know if a brand problem requires changing the visual identity?
First identify what is failing: recognition, understanding of the offering, differentiation or experience. A visual change can help if the visual expression makes the brand hard to recognize, but on its own it does not fix a broken promise. Compare what the organization wants to represent with what its audiences understand and experience before deciding which elements to keep or change.
What should be decided before designing a brand's applications?
The priority audiences, the proposition to be represented and the traits that should set the brand apart should be clear. Those decisions provide a shared criterion for judging messages and designs. If each team interprets the brand differently, producing more applications can multiply the inconsistency. The strategic definition should make it possible to choose and rule things out, not just list desirable values.
How do you evaluate a brand beyond whether people like its new design?
Check whether audiences recognize it, understand its proposition and attribute the intended associations to it. It is also worth reviewing whether those perceptions match the experience offered. An aesthetic preference provides information, but it is not equivalent to a full brand assessment. Comparing evidence before and after helps you learn, provided other changes that could explain the differences are recorded.