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Branding
Brand Strategy
Brand Building
ARTICLE #30
What is branding? Understanding its importance in business
Branding
Brand Strategy
Brand Building
Written by:
12 min read
Updated on: May 23, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
We have all been there: scanning the supermarket shelves and going for that bottle of Coke—even if it costs a little more than a no-name brand. Odds are, you are not just buying a fizzy drink; you are investing in how it makes you feel. That emotional spark is precisely where branding steps in.
Branding isn’t confined to how a product looks or works. It revolves around the vibes, associations, and impressions a company sparks in people’s minds. When a brand synchronises with its audience’s lifestyle or aspirations, it can generate loyalty and long-term sales. Below, we’ll unravel some key facets of branding—its purpose, its influence on business, and the ways companies shape it for lasting success.
We have all been there: scanning the supermarket shelves and going for that bottle of Coke—even if it costs a little more than a no-name brand. Odds are, you are not just buying a fizzy drink; you are investing in how it makes you feel. That emotional spark is precisely where branding steps in.
Branding isn’t confined to how a product looks or works. It revolves around the vibes, associations, and impressions a company sparks in people’s minds. When a brand synchronises with its audience’s lifestyle or aspirations, it can generate loyalty and long-term sales. Below, we’ll unravel some key facets of branding—its purpose, its influence on business, and the ways companies shape it for lasting success.
What is branding?
What is branding?
Branding is more than simply creating a snazzy logo or selecting flashy colours for your website, although those things do count; branding is actually about developing and executing an array of features, values, and visuals that influence the way individuals perceive, feel, and relate to your company or product. This is why it's not logos and taglines, but a whole experience you get to deliver to customers.
Beyond the Logo
When you think of branding, you might imagine a logo on a billboard or a colour scheme on packaging. But there is a lot of work happening behind the scenes. Branding includes everything from the language you employ on social media to the materials you choose for your product's packaging. The end goal is to build an emotional and psychological connection between your brand and the individuals who come into contact with it.
It's more than looks
Although it's easy to conceptualize branding as "that hip logo on your business card," it's much more than about looks. Messaging, narrative, values, and reputation all have a great deal to do with how you're received in the marketplace. If your mission statement for your brand is cloudy or your messaging is not aligned, you will lose credibility instantly, even if your design is incredible. Things to keep in mind:
Tone of voice: Is your brand playful or direct? This vibe should flow through everything from email newsletters to customer service chats.
Reputation: Customers watch how you handle feedback and how you operate in the community. A single public faux pas can unravel months of good branding efforts.
Value alignment: Consumers increasingly want to support brands whose values match their own—whether that’s eco-conscious production or philanthropic efforts.
Ubiquity: Branding everywhere
The thing about branding is that it’s literally everywhere your business shows up—from a simple tweet to a 30-foot billboard. Your brand choices echo across each touchpoint, painting a cohesive or jarring picture for potential customers.
Social media captions: Your voice, phrasing, and style say a lot about who you are.
Billboard colour palettes: A consistent color scheme can help people spot your brand a mile away.
Packaging materials: If you’re preaching sustainability but using non-recyclable plastics, that’s a branding contradiction customers won’t miss.
Branding is more than simply creating a snazzy logo or selecting flashy colours for your website, although those things do count; branding is actually about developing and executing an array of features, values, and visuals that influence the way individuals perceive, feel, and relate to your company or product. This is why it's not logos and taglines, but a whole experience you get to deliver to customers.
Beyond the Logo
When you think of branding, you might imagine a logo on a billboard or a colour scheme on packaging. But there is a lot of work happening behind the scenes. Branding includes everything from the language you employ on social media to the materials you choose for your product's packaging. The end goal is to build an emotional and psychological connection between your brand and the individuals who come into contact with it.
It's more than looks
Although it's easy to conceptualize branding as "that hip logo on your business card," it's much more than about looks. Messaging, narrative, values, and reputation all have a great deal to do with how you're received in the marketplace. If your mission statement for your brand is cloudy or your messaging is not aligned, you will lose credibility instantly, even if your design is incredible. Things to keep in mind:
Tone of voice: Is your brand playful or direct? This vibe should flow through everything from email newsletters to customer service chats.
Reputation: Customers watch how you handle feedback and how you operate in the community. A single public faux pas can unravel months of good branding efforts.
Value alignment: Consumers increasingly want to support brands whose values match their own—whether that’s eco-conscious production or philanthropic efforts.
Ubiquity: Branding everywhere
The thing about branding is that it’s literally everywhere your business shows up—from a simple tweet to a 30-foot billboard. Your brand choices echo across each touchpoint, painting a cohesive or jarring picture for potential customers.
Social media captions: Your voice, phrasing, and style say a lot about who you are.
Billboard colour palettes: A consistent color scheme can help people spot your brand a mile away.
Packaging materials: If you’re preaching sustainability but using non-recyclable plastics, that’s a branding contradiction customers won’t miss.
Why is branding important?
Branding matters because it shapes how your business stands out, wins trust, and holds its own against new rivals popping up every day. A strong brand makes it easy for potential customers to notice—and pick—you over some bland alternative, especially in crowded markets. While certain branding elements might come at a cost, the core of it relies on good planning, staying consistent, and understanding your business from the customer’s perspective. It’s not reserved for giant corporations, either; any company willing to put in the effort can benefit from building a clear, memorable identity that resonates with people.
Increases business value
Strong branding can amplify the worth of your enterprise, especially if you are seeking investors or planning an exit strategy. A prominent presence and a solid brand strategy often translate to higher prices, better industry clout, and broader customer appeal. This intangible yet powerful factor—sometimes referred to as brand valuation—can tangibly impact everything from stock prices to partnership deals.
Boosts advertising and marketing
Consider marketing as a megaphone for spreading your brand’s message. If people already have positive associations with your name or logo, any campaigns you launch will go that much further. Engaging ads or social media posts can spark curiosity, leading to higher foot traffic (or click-through rates) and stronger loyalty.
Improves employee pride and satisfaction
People often like to work for a company whose values they respect. That sense of pride can elevate morale, improve client relations, and enhance a brand’s reputation overall. Employees effectively become brand ambassadors, giving genuine, enthusiastic endorsements every time they communicate with clients, partners, or friends.
Creates trust in the marketplace
When a business consistently delivers on its promises, it builds trust, which is often the toughest thing to earn and the easiest to lose. With established credibility, a brand can charge premium prices, weather unexpected downturns, and build strong customer loyalty. In crowded sectors, trust can transform a casual browser into a loyal fan.
Generates new customers
A positive brand image often leads to word-of-mouth referrals, which remain one of the most reliable ways to grow. When your product or service leaves a strong impression, existing customers will recommend it to their networks. As those recommendations spread, potential buyers are more likely to jump on board.
Branding matters because it shapes how your business stands out, wins trust, and holds its own against new rivals popping up every day. A strong brand makes it easy for potential customers to notice—and pick—you over some bland alternative, especially in crowded markets. While certain branding elements might come at a cost, the core of it relies on good planning, staying consistent, and understanding your business from the customer’s perspective. It’s not reserved for giant corporations, either; any company willing to put in the effort can benefit from building a clear, memorable identity that resonates with people.
Increases business value
Strong branding can amplify the worth of your enterprise, especially if you are seeking investors or planning an exit strategy. A prominent presence and a solid brand strategy often translate to higher prices, better industry clout, and broader customer appeal. This intangible yet powerful factor—sometimes referred to as brand valuation—can tangibly impact everything from stock prices to partnership deals.
Boosts advertising and marketing
Consider marketing as a megaphone for spreading your brand’s message. If people already have positive associations with your name or logo, any campaigns you launch will go that much further. Engaging ads or social media posts can spark curiosity, leading to higher foot traffic (or click-through rates) and stronger loyalty.
Improves employee pride and satisfaction
People often like to work for a company whose values they respect. That sense of pride can elevate morale, improve client relations, and enhance a brand’s reputation overall. Employees effectively become brand ambassadors, giving genuine, enthusiastic endorsements every time they communicate with clients, partners, or friends.
Creates trust in the marketplace
When a business consistently delivers on its promises, it builds trust, which is often the toughest thing to earn and the easiest to lose. With established credibility, a brand can charge premium prices, weather unexpected downturns, and build strong customer loyalty. In crowded sectors, trust can transform a casual browser into a loyal fan.
Generates new customers
A positive brand image often leads to word-of-mouth referrals, which remain one of the most reliable ways to grow. When your product or service leaves a strong impression, existing customers will recommend it to their networks. As those recommendations spread, potential buyers are more likely to jump on board.
How to build your brand?
Branding is an always evolving process that involves input from multiple stakeholders—everyone from the CEO to the design team, and sometimes even loyal customers. Below are some pillars to guide you in shaping a cohesive, recognisable identity.
1. Plan a brand strategy
A clear brand strategy maps out how your company presents itself in the market and stands out from competitors. It goes beyond short-term campaigns, focusing instead on the deeper purpose behind your offerings and the emotional outcomes you want to create.
Functional purpose: Relates to immediate business objectives like revenue or market share.
Intentional purpose: Strives for tangible goals (such as generating profit) while also pursuing a positive impact on society or the environment.
Consistent message: Stick to a straightforward, uniform set of core messages across all channels. This builds recognition and solidifies your brand’s identity.
Adaptability to market changes: While staying consistent matters, a touch of flexibility helps your brand stay relevant in evolving markets.
Customer loyalty: Reward repeat customers. Showing appreciation can reinforce bonds and foster continued support.
2. Create brand identity
Brand identity is what people recognise as soon as they spot your logo or hear your brand’s name. It includes visual elements (e.g., colours, typography), brand voice, and even the emotional vibe your brand conveys. The simple swoosh, an energising tagline, and endorsements from superstar athletes collectively build an image of performance and grit. That combination encourages consumers to see Nike as much more than just a sportswear label—rather, a badge of motivation.
3. Develop brand positioning
Brand positioning is how you want customers to view your business compared to competing players. It might involve emphasising specific features, solving particular pain points, or appealing to a certain lifestyle. Key steps include:
Identifying what your target audience needs and how you can meet those needs.
Explaining why you are uniquely qualified to provide those solutions.
Highlighting your brand’s distinct benefits.
Finding effective ways to share this message, whether through social media, email campaigns, or other channels.
4. Implement the brand
Once you have nailed your strategy, it’s time to put it in motion. Some businesses create a “brand steering group” to keep everything on track. Others train key employees—or brand ambassadors—to champion new initiatives. Brand implementation isn’t a one-off affair. With every product launch, marketing push, or public statement, ask yourself: “Does this align with who we say we are?” If the answer is yes, you are reinforcing your brand with each step you take.
5. Establish a brand message
Defining a clear brand message helps the public connect with your company instantly. Ideally, it encapsulates your core beliefs, values, and vision. From your choice of words to the stories you share, every touchpoint should reinforce what you stand for.
Find your target audience: Get crystal clear on who you are talking to. Are you aiming at budget-savvy college students or affluent city dwellers? This shapes everything from tone to visuals.
Write a mission statement: Clarify your main purpose. Maybe you are out to revolutionise recycling or champion an eco-friendly approach to fashion. That goal will guide your design, language, and overall vibe.
Keep up with market changes: Industries don’t stand still. Remain receptive to shifts, whether in consumer preferences or technological breakthroughs—but avoid losing sight of your essence.
Define your values, qualities, and benefits: Zero in on what makes you different. Maybe it’s transparent supply chains or whimsical packaging. These details often set you apart.
Shape a brand voice: If your company spoke, how would it sound? Friendly, direct, humorous? A consistent tone fosters familiarity and trust.
6. Manage and expand your brand
Branding doesn’t end once you have finalised your visuals or tagline. Like any living system, a brand evolves over time. Consistency remains key, but occasional refinements are natural—and often necessary.
Brand Guidelines: Typically collated in a digital or print style guide, these rules keep your visuals, tone, and messaging in sync, whether you are designing social posts or packaging.
Brand Management: You might consider ongoing monitoring to gauge how people talk about you—online reviews, social mentions, or survey responses.
Brand Extension: After building trust in one arena, you could branch into related products. Just ensure that any move aligns with your existing identity. The wrong extension can harm your image as quickly as a bad product review.
Branding is an always evolving process that involves input from multiple stakeholders—everyone from the CEO to the design team, and sometimes even loyal customers. Below are some pillars to guide you in shaping a cohesive, recognisable identity.
1. Plan a brand strategy
A clear brand strategy maps out how your company presents itself in the market and stands out from competitors. It goes beyond short-term campaigns, focusing instead on the deeper purpose behind your offerings and the emotional outcomes you want to create.
Functional purpose: Relates to immediate business objectives like revenue or market share.
Intentional purpose: Strives for tangible goals (such as generating profit) while also pursuing a positive impact on society or the environment.
Consistent message: Stick to a straightforward, uniform set of core messages across all channels. This builds recognition and solidifies your brand’s identity.
Adaptability to market changes: While staying consistent matters, a touch of flexibility helps your brand stay relevant in evolving markets.
Customer loyalty: Reward repeat customers. Showing appreciation can reinforce bonds and foster continued support.
2. Create brand identity
Brand identity is what people recognise as soon as they spot your logo or hear your brand’s name. It includes visual elements (e.g., colours, typography), brand voice, and even the emotional vibe your brand conveys. The simple swoosh, an energising tagline, and endorsements from superstar athletes collectively build an image of performance and grit. That combination encourages consumers to see Nike as much more than just a sportswear label—rather, a badge of motivation.
3. Develop brand positioning
Brand positioning is how you want customers to view your business compared to competing players. It might involve emphasising specific features, solving particular pain points, or appealing to a certain lifestyle. Key steps include:
Identifying what your target audience needs and how you can meet those needs.
Explaining why you are uniquely qualified to provide those solutions.
Highlighting your brand’s distinct benefits.
Finding effective ways to share this message, whether through social media, email campaigns, or other channels.
4. Implement the brand
Once you have nailed your strategy, it’s time to put it in motion. Some businesses create a “brand steering group” to keep everything on track. Others train key employees—or brand ambassadors—to champion new initiatives. Brand implementation isn’t a one-off affair. With every product launch, marketing push, or public statement, ask yourself: “Does this align with who we say we are?” If the answer is yes, you are reinforcing your brand with each step you take.
5. Establish a brand message
Defining a clear brand message helps the public connect with your company instantly. Ideally, it encapsulates your core beliefs, values, and vision. From your choice of words to the stories you share, every touchpoint should reinforce what you stand for.
Find your target audience: Get crystal clear on who you are talking to. Are you aiming at budget-savvy college students or affluent city dwellers? This shapes everything from tone to visuals.
Write a mission statement: Clarify your main purpose. Maybe you are out to revolutionise recycling or champion an eco-friendly approach to fashion. That goal will guide your design, language, and overall vibe.
Keep up with market changes: Industries don’t stand still. Remain receptive to shifts, whether in consumer preferences or technological breakthroughs—but avoid losing sight of your essence.
Define your values, qualities, and benefits: Zero in on what makes you different. Maybe it’s transparent supply chains or whimsical packaging. These details often set you apart.
Shape a brand voice: If your company spoke, how would it sound? Friendly, direct, humorous? A consistent tone fosters familiarity and trust.
6. Manage and expand your brand
Branding doesn’t end once you have finalised your visuals or tagline. Like any living system, a brand evolves over time. Consistency remains key, but occasional refinements are natural—and often necessary.
Brand Guidelines: Typically collated in a digital or print style guide, these rules keep your visuals, tone, and messaging in sync, whether you are designing social posts or packaging.
Brand Management: You might consider ongoing monitoring to gauge how people talk about you—online reviews, social mentions, or survey responses.
Brand Extension: After building trust in one arena, you could branch into related products. Just ensure that any move aligns with your existing identity. The wrong extension can harm your image as quickly as a bad product review.
Types of branding
Branding takes many shapes. While the core principles remain the same—communicate who you are and why you matter—the tactics differ according to context.
Personal branding: Revolves around an individual’s traits and personal reputation. Ideal for freelancers or influencers who are effectively the “face” of their business.
Online branding: Entirely focused on digital spaces, spanning everything from social media profiles to chatbots.
Product and service branding: Aims to build strong identities for specific offerings (e.g., a new app, a signature clothing line).
Corporate branding: Covers company-wide positioning. Think of a big tech firm that’s known for cutting-edge design or ethical sourcing.
Cultural branding: Emphasises aligning with cultural norms, traditions, and values. Classic example: Coca-Cola’s ability to link its products to family gatherings, celebrations, and communal joy.
No branding: Some budget-friendly goods rely on minimal branding, letting the product’s affordability or practicality speak for itself.
Branding takes many shapes. While the core principles remain the same—communicate who you are and why you matter—the tactics differ according to context.
Personal branding: Revolves around an individual’s traits and personal reputation. Ideal for freelancers or influencers who are effectively the “face” of their business.
Online branding: Entirely focused on digital spaces, spanning everything from social media profiles to chatbots.
Product and service branding: Aims to build strong identities for specific offerings (e.g., a new app, a signature clothing line).
Corporate branding: Covers company-wide positioning. Think of a big tech firm that’s known for cutting-edge design or ethical sourcing.
Cultural branding: Emphasises aligning with cultural norms, traditions, and values. Classic example: Coca-Cola’s ability to link its products to family gatherings, celebrations, and communal joy.
No branding: Some budget-friendly goods rely on minimal branding, letting the product’s affordability or practicality speak for itself.
Branding examples for inspiration
Whether you buy a chocolate bar or a washing machine, they are made by companies with strong brands. Some iconic brands include McDonald's, KFC, BMW, Microsoft and Ikea. Consumers around the world recognise these brands by hearing a jingle or spotting a logo. The success of these long-standing brands wasn't immediate as they spent a lot of money and thoughts to reach their target audience. Here, we have enlisted some of the best examples of branding in design and communication to inspire you.
Coca-Cola
It is a prime example of successful branding. Even the name of Coca-Cola evokes the feeling of refreshingly cold can and sense of happiness. This didn't happen overnight or by chance. Their branding excels in appealing to its audience and leaving a lasting impression. The campaigns focus mainly on emotions and personal connections like:
Taste The Feeling
Share A Coke
Open Happiness
The color scheme of logo and classic serif script font, still reflects the brand image. It continues to develop brand loyalty from die-hard Coke fans.
Nike
Nike has evolved from a sportswear brand to a lifestyle brand. This happened with the help of its strong strategy centered on innovation and performance. The credit for its success goes to high profile endorsements from top athletes like:
LeBron James
Cristiano Ronaldo
Michael Jordan.
Michael Jordan endorsed “Air Jordan.” This line still remains one of its most iconic and successful products. The famous slogan, “Just Do It” encourages overcoming obstacles to pursue athletic goals.
Tesla
Elon Musk revolutionised the automotive industry by creating Tesla. The brand strategy for this electric vehicle is centered on sustainability, innovation, and the future. Tesla positions itself as a tech company that makes cars that appeal to tech enthusiasts and stand out from traditional automakers. Its brand strategy is a masterclass in simplicity and novelty focusing on cutting edge technology, affordability and direct to consumer approach to stay at the forefront of the industry.
Whether you buy a chocolate bar or a washing machine, they are made by companies with strong brands. Some iconic brands include McDonald's, KFC, BMW, Microsoft and Ikea. Consumers around the world recognise these brands by hearing a jingle or spotting a logo. The success of these long-standing brands wasn't immediate as they spent a lot of money and thoughts to reach their target audience. Here, we have enlisted some of the best examples of branding in design and communication to inspire you.
Coca-Cola
It is a prime example of successful branding. Even the name of Coca-Cola evokes the feeling of refreshingly cold can and sense of happiness. This didn't happen overnight or by chance. Their branding excels in appealing to its audience and leaving a lasting impression. The campaigns focus mainly on emotions and personal connections like:
Taste The Feeling
Share A Coke
Open Happiness
The color scheme of logo and classic serif script font, still reflects the brand image. It continues to develop brand loyalty from die-hard Coke fans.
Nike
Nike has evolved from a sportswear brand to a lifestyle brand. This happened with the help of its strong strategy centered on innovation and performance. The credit for its success goes to high profile endorsements from top athletes like:
LeBron James
Cristiano Ronaldo
Michael Jordan.
Michael Jordan endorsed “Air Jordan.” This line still remains one of its most iconic and successful products. The famous slogan, “Just Do It” encourages overcoming obstacles to pursue athletic goals.
Tesla
Elon Musk revolutionised the automotive industry by creating Tesla. The brand strategy for this electric vehicle is centered on sustainability, innovation, and the future. Tesla positions itself as a tech company that makes cars that appeal to tech enthusiasts and stand out from traditional automakers. Its brand strategy is a masterclass in simplicity and novelty focusing on cutting edge technology, affordability and direct to consumer approach to stay at the forefront of the industry.
Frequently Asked Questions
What is a brand image?
Brand image is how people perceive your business, shaped by everything from product quality to customer service. It’s the sum of customer interactions and experiences, including visual cues, messaging, pricing, and overall reputation.
What are the six features of branding?
Purpose: Why do you exist in the market?
Principles: Which core values guide you?
Positioning: Who is your audience, and what makes you different?
Promise: What do you commit to delivering?
Proof: Why should anyone trust you?
Personality: If your brand spoke, how would it sound?
What is the difference between branding and marketing?
Branding deals with a company’s long-term identity, including who you are and what you stand for. Marketing is more about promoting those qualities, typically in shorter bursts, to spark customer interest or drive immediate sales.
Final Thoughts
Branding sits at the heart of any business seeking a unique identity—an identity that helps people remember you, get excited about your offerings, and stay loyal. By defining your values, telling an authentic story, and ensuring consistency across channels, you lay the groundwork for deeper connections with customers.
Speak directly to the customers you want to attract (and keep). Most importantly, stay consistent—no one likes a brand going through an identity crisis. Invest in that clarity and strategy now, and watch how it propels your company’s growth, loyalty, and all-around success.
Frequently Asked Questions
What is a brand image?
Brand image is how people perceive your business, shaped by everything from product quality to customer service. It’s the sum of customer interactions and experiences, including visual cues, messaging, pricing, and overall reputation.
What are the six features of branding?
Purpose: Why do you exist in the market?
Principles: Which core values guide you?
Positioning: Who is your audience, and what makes you different?
Promise: What do you commit to delivering?
Proof: Why should anyone trust you?
Personality: If your brand spoke, how would it sound?
What is the difference between branding and marketing?
Branding deals with a company’s long-term identity, including who you are and what you stand for. Marketing is more about promoting those qualities, typically in shorter bursts, to spark customer interest or drive immediate sales.
Final Thoughts
Branding sits at the heart of any business seeking a unique identity—an identity that helps people remember you, get excited about your offerings, and stay loyal. By defining your values, telling an authentic story, and ensuring consistency across channels, you lay the groundwork for deeper connections with customers.
Speak directly to the customers you want to attract (and keep). Most importantly, stay consistent—no one likes a brand going through an identity crisis. Invest in that clarity and strategy now, and watch how it propels your company’s growth, loyalty, and all-around success.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®