What is Branding?

Categories // Branding

A Deep Dive into the Correct Definition

A few weeks ago, I met my friend and fellow business owner for lunch and brainstorming. We helped each other generate ideas to build our businesses and reach new clients in the rest of 2017. We talked about people we know who might need the other’s offerings. 

My friend looked at me, scrunched up her face and said, “I’m not sure how I could explain to people what you do because what you do is so…..”

As she searched for the word, I panicked a little. Her face didn’t make it seem as though the word would be positive.

“It’s so nebulous,” she said with a smile, satisfied with her word choice.

While I’m not a theoretical mathematician -- work I’d consider “nebulous” -- I agreed with her. I’m a branding expert and I think the word, “brand,” and the concept of branding, are confusing.

This gave me the idea to make branding less nebulous. Less confusing. In this and some upcoming posts, I’ll provide an overview and detailed breakdown of branding and the branding process because I believe both are critical concepts every business must master. After all, this is precisely how great brands distinguish themselves from all others.

When Should Start-ups Think About Branding? Sooner or Later?

Categories // Branding

It’s a chicken-and-egg question, isn’t it?

When should start-ups think about branding? Sooner or later?

Let’s take a short journey to find the answer, shall we?

When a company first starts out, it might have brand touch points like these:

  • A logo.
  • Some business cards.
  • A company name.

A start-up usually has some basic elements associated with branding but it doesn’t have what I would call a “cohesive brand.”

Branding is more than a few basic touch points

It’s highly likely that start-ups haven’t done any deep thinking and planning about what their brand means. They’ve probably been more focused on the business model and the products and services they sell. 

Brand Building Blocks 214