What is Branding? The Corner of Someone’s Mind

We often get asked to explain what branding is, so we’ve decided to delve into the topic and share some insight into what drives us daily her at Creative Order.

Since it’s inception in the early part of the 20th century, branding has evolved into a part of everyday life, affecting all industries and sectors, in a battle for the consumer audience.

A brand strategy is no longer something undertaken just by corporations. Countries, cities, universities, charities, celebrities and individuals all use brand strategies to decide how they would like their end-users to think about them.

Moving into the 21st century, branding keeps transforming, emerging markets become ever more vital for Western brands. Many brands, from IKEA to Gucci, have already placed themselves among the new middle classes in China, India, Brazil and central and Eastern Europe.

At the same time, these emerging markets are pushing the growth of their own homegrown brands and entering international markets. More informed audiences, increasing global consumption and new technologies that have enhanced global communications, have driven this progress in branding and brand awareness.

The shift in both the importance of branding and the multi-directionality of market flows is unprecedented within our global society. However, as branding becomes a mainstream practice and concept, it also risks being widely misunderstood.

Not just about creating a logo, strapline and graphics to ‘paste’ onto a company, country or person. A ‘rebrand’ will not instantly change the way that an organisation or entity is perceived or behaves. A brand encompasses the perception of it and its reputation, as well as its tangible ‘look and feel’.

It relates to the behaviour of a company as well as to the customer experience of it. Its impact is quantifiable. The brand itself applies both within and outside of an organisation – to customers and employees. Successful brands are those that are dynamic and adaptable, that are able to evolve as market change and audiences segment. A brand is not simply about looking good.

Branding continues to evolve within a context of significant global shifts, such as the collapse of the financial markets, as well as pressing issues such as climate change – all of which fundamentally affect business structures and behaviour. The marketing sector is also adapting to new technologies, cross-cultural influences and shifts in consumer behaviour.

Brands may now be ever-present but reaching a leadership position and staying there takes a lot of investment, hard work and talent. Branding as a service sector has grown significantly in the last decade to include a range of specialist branding, communications and innovation agencies.

We’ll be sharing some more insights on the topic in additional posts, but until then, perhaps the most succinct summary of the question, what is branding comes from a creative agency genius and personal hero John Hegarty’s book:

“A brand is the most valuable piece of real estate in the world: a corner of someone’s mind”.