An Easy-To-Understand Definition of Branding

Ask 10 people what the definition of “branding” is, and you’re likely to get 10 different answers — and that’s OK. There is no single, silver bullet definition, because branding can be a quite complex topic when you think about it.

Simply put, branding is the end result of what a business projects out into it’s universe. It’s the sum of everything that it says and does — it’s marketing, design, public relations, even down to how the receptionist answers the phone. It is where to the rubber meets the road at every customer and prospect touchpoint.

So why does it matter?

Ultimately, branding is what target audiences buy into, consciously or unconsciously. It can also reveal what a company stands for, or perhaps more accurately, what the target audience feels it stands for — and that is where real connections can be made. Consumers make purchasing decisions based on how that decision is going to make them feel, not just on what the product does or what problem it solves. And that’s exactly where company and product branding comes into play. It can often be the emotional X-factor in consumer purchasing decisions, and that is exactly why it should always matter to every business.

So where should the average small business start when looking to strengthen it’s overall branding?

First and foremost, branding needs to be a mindset. Companies need to see themselves as a “brand”, because that is exactly how a target audience sees them. Therefore, the first thing that needs to take place is an internal conversation about what the company wants to stand for, why it exists and how they they can emotionally make that connection with their target audience at every customer and prospect touchpoint.

Secondly, small businesses should consider consulting with a branding or design firm for an initial assessment of its existing branding, and to help lay out concrete goals that will steer it in the direction of the company’s true values and objectives — and most importantly, in a manner that will be believable and meaningful to the target audience.

So it’s important not to get caught up in the never-ending debates of what exactly “branding” is or isn’t- because to the target audience, it will be engrained in absolutely everything that they experience from the companies and brands that they choose to do business with.