Branding is the creative, strategic process of communicating to potential customers who you are, what you stand for, why they should work with you, and what they can anticipate from you. Building a brand identity should be your first priority when you've launched a firm or generated your first product.

Branding is one of those marketing concepts that are a bit vague and can quickly become confusing, even for people who have studied marketing.

Today we are going to take a look at "what is branding" and try to provide a clear answer with simple words and examples!

In order to understand the concept of branding, first we need to know what products and brands are. Let's go!

You can consider a brand as the idea or image people have in mind when thinking about specific products, services, and activities of a company, both in a practical (e.g. "the shoe is light-weight") and emotional way (e.g. "the shoe makes me feel powerful"). It is therefore not just the physical features that create a brand but also the feelings that consumers develop towards the company or its product. This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated.

A product can be easily copied by other players in a market, but a brand will always be unique. For example, Pepsi and Coca-Cola taste very similar, however for some reason, some people feel more connected to Coca-Cola, others to Pepsi.

Everything about what you do and how you do it is condensed into a single, unforgettable essence that people will remember and associate with your business. Consider the golden arches of McDonald's or the multicoloured circles on the Olympic emblem. Even a simple symbol or image can elicit strong emotional responses around the world.

• Your company's brand is how the rest of the world views it.
• The process of creating and constructing a distinct and memorable brand is known as branding.
• Your brand identity is a collection of creative materials that contribute to the branding process, such as your website, social media, and logo, and which convey your message, values, and purpose.

These three B's must all work in tandem. Without a brand identity, you won't have a real brand, and you won't have a brand until you start branding.

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