3 definitions of branding.


Recently, I’ve been struggling to find a definition of what branding actually is. Is it a visual aspect of a company, is it a feeling from the consumer to the brand, or is it to do with company values. Turns out the answer differs depending on who you ask…

Michael Jonhson has an excellent book called ‘Branding in five and a half steps.,’ in which he shares different opinions of industry experts, many of whom have differing perspectives about what branding is. However, my favourite defintions are these:

1.’Your brand is what other people say about you when you’re not in the room.’ Jeff Bezos

2. ‘A brand is a person’s gut feeling about a product, service or organisation.’ Marty Neumeier

3. ‘Brand is like a film production: it’s about bringing everything together with a purpose, knowing what you want to say, having a sense of story, and finding an original and compelling way to get it across.’ Jane Wentworth

I hope these definitions define branding more clearly than before!

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