Branding is a word that is used a lot – not just in our industry, but in the business world as a whole. But what is branding? It’s a slightly difficult question, because branding is often defined not by what it is, but by the most common applications of it. Branding is when you design a logo. Branding is when you design a website with a look-and-feel specific to that company. Branding is when you mark an animal with a branding iron. While all of these statements are true, none of them can really serve as a proper definition of branding.
Branding is the promotion of a particular product or company by means of advertising and distinctive design. It is a communication tool, used to capture the message of a company and deliver it through visuals. It is not something that a company does once and then checks off their list; it is an on-going process that enables businesses to increase their visibility and achieve their goals.