What is Branding in Advertising?
Branding is the entire identity of a company. It differentiates a company’s products and/or services from other companies, and should be based on USPs (unique selling propositions).
Branding is a science; it is unique for every company, just like every person’s genetic makeup is unique. DNA is composed of just four different nucleic acids, but the way they are utilized makes each person’s qualities distinctly different. That analogy may seem like a stretch, but it’s actually not. With branding, although the same colors, shapes, fonts, etc. are used by all, the combination of these tools creates an identity for a company that is completely its own.
Every aspect of advertising and marketing is a facet of branding. Branding consists of the following and so much more – logo, tagline, business cards, letterhead, collateral, website, radio jingles e-blasts, commercials, videos, billboards, posters, packaging – you name it, branding must be consistent AND unique to each company. Branding is the entire creative process from implementation to execution. Think about one of your favorite products or services. How does that product or service make you “feel”? The emotions, thoughts, or perceptions that are connected to each product, service AND the company as a whole comprise the brand.
When considering branding, think about what you want to convey to your clients. Develop your message and remember to stay consistent.
