Let’s talk about branding as it is on the business floor.
I started as a product designer, and finally I'm here selling strategies and results-based design. The organic entity of branding is constantly growing and changing. Right now it is leaning more towards Persona, Face, and Ethics.
What is Branding? A straightforward answer from me would be, ‘the gut or inside feeling you have about something or someone. The emotion that you feel and the connection you have with said thing or person’.
If you google it, ‘Branding is the process of giving a meaning to a specific organisation, company, products or services by creating and shaping a brand in consumers' minds’.
Philip Kotler defined a brand ‘as a name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product’.
He goes on to say that ‘customers often build up a relationship with a brand that they trust and will regularly purchase products from that brand’.
Some might go so far as to argue that it is a strategic business solution or system. Cold and definite, Branding offers visible, understandable, relevant and believable facts and information, allowing people to submerge themselves in its presence without doubt and worry.
I currently see branding as the emotional support needed to have something with you.
My apple phone, I like and I close my ears and eyes on all the things android. It is like having a person you want to marry. I want to marry her because of the things she has and the things she does to show her love for me.
For my clients, branding is an investment made early to save cost in marketing, easier staff management and an ever so interesting character that you can keep levelling up allowing you to explore more interesting areas and getting better loot.
In conclusion, branding may have different interpretations by different people. But what is definite is that it is the thing that represents the image, reputation or soul of the business to its customers who in the branding case can be considered their followers. These are the people who trust the brand to always be there for them and to not disappoint. It is what keeps the business successful in the longer term.