‘What is Branding?’

Great branding is about managing perceptions, building trust

‘A relationship or a connection between a company’s product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers’

‘A fulfillment in customer expectations and consistent customer satisfaction.’


Reading the Wikipedia page on branding, I discovered this intriguing list of ‘branding terminology.’ The word ‘branding’ is so hard to define because it can be quite off-putting for some of us who think that application of design can’t substitute for what a real package of material that authentically tells you what’s inside, for real, is. I used to call it ‘imaging’ when we started Design Kompany in 2006, but, you can imagine, that did not fly. The term ‘branding,’ however, means something and even if it’s got different connotations for each of us, there’s a general idea about what it is and what it can do.

In the era of ‘Content Creation,’ ‘Digital Marketing’, and AI writing things that sound, let me be honest here, occasionally quite dull and lacking in personality, I think it’s a good time to talk about Brand Messaging instead of Branding, because ‘messaging’ takes focus, human ingenuity, and creative thinking to outline and design.

These are some of the terms on Wikipedia I thought were curious.


What does it mean? Branding terminology

Brand associations refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity. In another example, the variables brand recognition and brand recall form a linked network that describes the consumer’s brand awareness or brand knowledge.

Brand attitude refers to the “buyer’s overall evaluation of a brand with respect to its perceived ability to meet a currently relevant motivation”.

Brand trust refers to whether customers expect the brand to do what is right. 81% of consumers from different markets identified this as a deciding factor in their purchases.

Brand awareness refers to the extent to which consumers can identify a brand under various conditions. Marketers typically identify two distinct types of brand awareness; namely brand recognition and brand recall.

Brand recognition refers to how easily the consumers can associate a brand based on the company’s logo, slogan, color scheme, or other visual element, without seeing the company’s name.

Brand image refers to an image an organization wants to project; a psychological meaning or meaning profile associated with a brand.

Brand personality refers to “the set of human personality traits that are both applicable to and relevant for brands”.

Source: https://en.wikipedia.org/wiki/Brand_management

I like this last one.

It resonates with how Design Kompany approaches the design of a brand identity.

Very interesting how different people respond to branding as a concept (or a range of approaches), in different ways. For me, it gives an owner of an SME the time to truly dive deep, and ruminate about the big questions, ‘Who am I? Why does my work matter?’

We get started talking. We get to places. I use DK’s six-step approach to branding + brand identity design.

Feel free to reach out and ask me for information.

Here’s a link.