What is Branding? The Quick Definition in a Nutshell
What is branding? There are a lot of definitions out there, some very esoteric, and some very practical, but all containing a significant chunk of truth.
So, what is branding? Here is the definition in a nutshell:
Branding is taking who you are—your character, your values, the benefits you provide you customers, the nature of your product, etc.—and communicating that in an appealing way to your target market.
Take QuickBooks Online, for example (since they’ve been heavy on my radar so far in 2017). What are they about? Friendly, accessible, one-click easy, competent, reliable, efficient, heavily tech-oriented, helping small businesses. And who is their target market? Small businesses.
Now, you tell me: Doesn’t QuickBooks Online’s brand aesthetic say all those things to the small businesses they’re trying to reach?
That’s a working definition of what branding is. When you watch that commercial, you’re watching branding in action.
The problem businesses face is ‘How do I tell everyone how great my product is and how it helps them? How do I attract people who are interested in the product I’m providing?’ Branding solves that problem.
Once that problem is solved, all that’s left to do is get in front of as many people as possible (i.e., marketing).