A Painless Comprehensive Guide to Branding


A brand characterizes the entirety of a company. Branding is a process that builds and promotes brand in a way that lures customers and creates impactful messages about a company. A brand is created early in the life of a business, but branding is an ongoing development throughout the lifecycle.

Branding is a formulaic way to build a brand and promote a company. The way a business draws customers to itself is through branding. Branding is ultimately an attempt to build campaigns that signal audiences using logos, advertisements and brand associations. This signaling draws people in due to the correlation of brand and value. Here is a complete guide to help you understand exactly what branding is and what it does for businesses.

The Way Branding Defines a Company

Brand affects and changes the way people perceive a company. A brand logo or image carries with it the feelings and thoughts people have grown to associate with the company they represent. Branding helps guide these feelings toward positivity.

Two young men cooperating in an office.
Branding can change the entire perception of a company.

Not only does branding aim to promote brand in a manner that brings in new customers, it also attempts to win their trust and gain loyalty. This loyalty is important for numerous reasons, such as word of mouth recommendation and continued patronization. Customers receive a brand experience every time your brand reaches them. A branding effort attempts to win customers’ loyalty through strategies of brand that involve consistency, logos and product.

Branding is part of building the strongest brand possible, and one way it pursues this is by constructing a brand logo and tagline. When accomplishing this, businesses need to be aware of what they’re trying to accomplish with the logo. They need to configure it to represent what they’ve built their company to illustrate. A lot of work goes into the building of a brand logo, but the effort shouldn’t stop there. After a logo is established, it requires constant evaluation and maintenance to ensure it stays relevant and integral.

A meeting at an office around a table.
Creating a logo is an important part of branding.

Finally, branding should push to make company brand remind customers of what a business stands for. For example, will the brand remind audiences that the product they’re seeing is going to be fairly-priced? Will it be made of the finest quality? Branding processes take this into account and exploit it to make sure a company is defined in a favorable manner.

The Sophisticated Schemes at the Forefront of Branding

Each branding strategy is different from company to company, but that doesn’t mean a general blueprint of a successful branding methodology can’t be established. Companies must take specific steps to optimize branding and create successful brand. These steps usually include ways to promote brand. Branding involves creating and completing steps toward successful brand. Strategizing is part of an overarching process of brand management.

Office workers in a large office setting.
Ensure your branding strategy has basic steps for success.

For example, one of the steps might be ‘what are we selling or promoting’. A business prepares its methods of branding based on whatever they are attempting to promote with their brand. The next step would naturally be what they’re going to do to publicize and promote itself. Create a branding scheme to ensure the steps toward successful promotion of brand are concrete and organized.

A typical model might include, as mentioned above, a list of steps necessary. Though this should be altered to fit your company, follow this sample model to achieve a strong branding method. Begin with the ‘what’ step, such as what our company offers. Move to the ‘how’ step, such as how we can build this. Next could be the ‘who’ or ‘where’ step which decides to which type of customer or type of audience your brand should reach and where that might be. Creating this type of layout keeps a branding strategy focused and makes branding successful.

A young woman researching on an office computer.
Create steps to build a strong branding model.

Monitor and Update Your Branding Process

Think of the most successful brands around – Apple, Coca-Cola, Google – notice their brand has remained mostly same, yet their brand evolution has been far from stagnant. For example, Coca-Cola certainly elicits the same thoughts from someone seeing its logo as it did twenty years ago. The vision of a satisfying cola, cold and delicious are brought to life with two, cursive-written words in red. But that isn’t to say that the customer feels the exact same when seeing the logo today as they did twenty years ago. This is because the company has used branding to add ideas, new products and new advertisement methods to promote its brand.

Young office workers overseeing a new computer user.
To keep a brand relevant, constantly evolve your branding process.

Just as Coca-Cola adds to their brand through effective branding processes, so should you work to progress what your business stands for through re-evaluation of branding. This usually involves studying markets, measuring success of certain campaigns and predicting future changes to brand outlook. After developing a strong brand consistency, monitoring and updating it should be periodical.

A strong illustration of this in practice is the polar bear advertising campaign Coke ran on television for a few years. A brief rundown of the campaign was that it showed polar bears drinking Coca-Cola. The scenery was intentionally cold and frosty, and this added an extra layer of promotion of product. A possible positive outcome was viewers would be reminded of the beverage when thinking of wanting something cold. Coke’s branding process kept their original brand intact while expanding its impact.

Girl with glasses working at an office desk.
Branding creates optimal advertising campaigns.

Explore the ways branding boosts promotion of a company to achieve professional success. As you begin to dive into creating and maintaining brand, manipulate the ways your business uses branding to offer itself the greatest chance to signal integrity to customers.

One powerful solution to effective branding and consistent brand is software that automates and maintains brand integrity. Canto’s digital asset management ensures assets of brand are organized and stored safely. Consider digital asset management to keep things like brand logos consistent.