What is a brand

What is a brand and how do you create a strong one?

What is a brand?

A brand is a name, term, design, symbol, or other feature that distinguishes an organization from others in the same industry.

Brand doodle

It’s critical because it gives a company a personality and identity that conveys its values to consumers.

How important is branding? 

Many people, even those involved in marketing, do not recognize how important it’s to brand a business.

A company’s branding strategy has an impact on its success or failure. Why? If you’re familiar with an Apple product, but you have never heard of Microsoft, which company do you think of when it comes to computers? The answer is obvious.

Let’s say two people are running a business and both need customers. They know that a good way to get people to buy from them is branding, but they have different ideas on how branding should be done.

One of the owners believes branding doesn’t matter. Instead, he believes the most important thing is to have good quality products. He believes that if they have excellent quality products at a fair price, their customers will keep coming back for them.

The other owner believes in branding as much as quality. She believes the best way to succeed is to brand her company, so it stands out from others and makes the customer feel special every time they buy something from them.

This second owner believes that if her brand is stronger, she’ll have more customers returning. She also believes it’s important to make people think of her company whenever they need or are thinking about buying anything related to their business.

If these two owners were running a bakery, for example, the first owner might sell cupcakes that taste great and look pretty. The second owner might sell cupcakes that taste great but are wrapped in a special way, look pretty, and make customers smile. Which owner would you go to? Or at least which one will you notice first? Most people would choose the second owner.

You can have an amazing product, but if you’re not being noticed, people won’t buy from you. If I’m walking down the street and notice that one shop has a bunch of lights around it, while next door is another store with no lights, I’ll probably stop in the well-lit store to buy something.

You can have an amazing product, but if you’re not being noticed, people won’t buy from you.  #branding Click To Tweet

When only one of the two companies says they stand for a better environment, which is in line with your values.  You probably choose the environmental company.

You catch my drift here?

In the end, branding plays a vital role in business success.

The difference between tangible and intangible brands.

Tangible brands are trademarks, logos, and taglines. Intangible brands are concepts that aren’t as easily defined, such as a “luxurious” experience or an “easy to use” interface.

The intangible factors are important because they influence how customers feel about a brand’s products or services. This helps create customer loyalty. If customers have a positive experience with a brand, they are more likely to return.

Intangible factors can be categorized in three ways: functional, emotional, and experiential.

  • Functional factors refer to the tangible aspects of the customer’s buying process. These aspects include product availability, location, and delivery methods.
  • Emotional factors influence how customers feel about a brand and its offering. These factors are related to the brand’s identity, personality, and image.
  • Experiential factors are based on how customers perceive the brand through their senses. They include visual appearance, smell, taste, touch, sound, and even motion effects.

How has branding changed over time? 

Branding has changed quite a bit over the years.

When you look at products from more than 50 years ago, the images are simple. The packaging was also very basic because there weren’t as many products on store shelves. At that time, it wasn’t necessary to make sure your product stood out next to its competitors.

Today, you have to do more than just meet customers’ needs if you want your brand to be successful. You need to appeal to their emotions and senses by encouraging them to connect with the visual aspect of your brand.

When it comes down to it, people buy based on how they feel about a product or service, before they even consider its other qualities. If you can emotionally move customers, they will be more likely to buy your product or service, regardless of any functional or technical qualities it may have.

People buy based on how they feel about a product or service before they even consider its other qualities. #brand Click To Tweet

What is the purpose of a brand?

A brand is a mark or symbol that identifies a company, product, service, individual, group, or institution.  The purpose of a powerful brand is to have a unique identifier that sets you apart from everyone else. It allows you to be easily identified by your customer, so they are more likely to remember, trust, and buy your goods or services.

It’s important to note that the brand speaks for itself through its product offerings, actions taken by employees of the company, consistency in the market, and how customers feel about them.

How is a brand created?

It’s essential to remember that a brand is a promise. When a company creates a brand, they promise their customers what they believe in and serve. This allows companies to gain the loyalty of their customers through positive associations. A successful experience with one product or service can generate positive associations for similar products and services within the same brand family.

Step 1: The Brand Vision.

Mission vision value

A vision is the most difficult tool to create because it takes time and consistency to develop a company’s personality. It’s necessary because it not only gives your organization a direction but also provides a compass for future decision-making.

Your brand identity should help convey the product or service that creates a promise for a customer at first glance. It’s a promise that a consumer can believe in and rely on.

The brand identity is only as good as the person who represents it. So, when people visit your brand, they should not think about “who?” or “why?” Because those questions will highlight inconsistencies, inaccuracies, and weaknesses. When those questions come to mind, they will be knocked out of their experience with your brand.

The brand identity is only as good as the person who represents it. #brandidentity Click To Tweet

Step 2: The Brand Name.

Brand name

The brand name is the easiest way to create a promise for your customers. A simple, straightforward name can be used to convey aspects of the organization or its values in an immediate and powerful manner.

Step 3: The brand colors.

Brand colors

Choosing the right color palette for your brand is important because it creates instant associations with your promise. A company promises its customers convenience, comfort, reliability, and safety when they use that particular shade of blue.

Step 4: The Brand Fonts.

Brand fonts

When you see lettering in a specific typeface, instantly you create an association with that organization’s personality and values. This is the most important tool in creating a brand because it works subconsciously and remembers people’s names and symbols.

Step 5: The Brand Slogans.

Slogans of brands

A slogan is another tool that companies use to create an association with their customers. It quickly summarizes what they believe in and where their focus lies with exacting brevity.

Step 6: The brand face.

Brand face

Finally, give your brand a face. This can be you, someone from your team, or a digital Mascotte. Someone that can embody the companies values.

How can a brand be valuable?

A brand can be valuable when it’s beneficial for a business in many ways, the most common being the increase of sales volume. Having your own product or service benefits you so much more than just selling it. Owning a powerful brand increases the company’s worth by providing them something they can take pride in. A brand is essential because it helps make your company worth more.

Owning a powerful brand increases the company's worth by providing them something they can take pride in. #brand Click To Tweet

Another way a brand can be valuable is through its ability to create an image for your company. When you know what your business represents and what it stands for, it allows customers to easily discern if they like the same things as you do. A powerful brand brings consistency in everything the customer experiences, which provides them with a sense of security when they buy your product or service.


A third benefit of having a brand is the increased trust customers feel toward your company. If you consistently deliver quality, then people will think better of you and be more likely to purchase from you again in the future. Your brand helps them provide that positive experience by giving them something they can recognize as superior.

A brand makes an individual person or thing different from others, and it also makes it more valuable.

Examples of strong brands and their brand values

  • Apple: Simplicity, ease of use, and style.
  • Disney: Family-friendly environment and imaginative stories.
  • Oreo: Unique product taste and high-quality ingredients.
  • Harley Davidson: One-of-a-kind American lifestyle and freedom.
  • Lancôme: French femininity, luxury, and expertise.

NOTE: Brand values are the characteristics that people associate with a brand. They’re unique to each company but generally revolve around things like trustworthiness, uniqueness, family friendliness, creativity, customer satisfaction, etc.


A brand is a value that differentiates you from your competition. It helps people decide if they like what you’re offering, and it can also make them feel more comfortable to buy from someone they trust. Your brand isn’t just about the product or service you provide, it’s also about how people perceive you as a company. The stronger your identity is, the more likely you are to succeed.