Other then “IT DOESN’T WORK” the biggest debate on branding that I see is the question of “WHAT IT IS?”
We all like to define things, everythings in order to make it understandable, usable and well, sellable and the term “brand” has become so common that its actual definition has become diluted…..or has it? Maybe its just broadened its horizons instead.
The term “Brand” has its most significant function in the corporate world but its managed to make itself a little more common and lend itself to almost every business. It’s gone beyond corporate branding all the way down to personal branding and in doing so we get many definitions of what it actually is.
Ask 5 different people what branding is and you’ll get 5 different answers:
Person 1 – Corporate brand strategist – “It’s the values and principles of a business”
Person 2 – Social Media manager – “It’s the companys reputation”
Person 3 – Small business owner – “Its our company identity”
Person 4 – Designer – “Its design communication”
Person 5 – End Customer – “It’s a logo”
The above are only a few examples but all of the above is the truth because the term branding has become subjective and does in fact mean something different to everyone. It’s used in different ways by different businesses to achieve something slightly different to the next. Even variations of the word spark something different.
Is a brand same as branding?
Is branding the same as brand design?
Is brand design actually just a Mark or an Identity?
Whilst a corporation can utilise it to project business vision, a sole trader may use it purely as a visual marketing tool.
What I’ve personally learnt is that the idea of branding is something different for every business and it should be used in that way, a creative way that’s flexible and adaptable to solve a problem accordingly.
If your finding that branding isn’t working for you then maybe you need to adapt the way you’re thinking or using it. Ignore the corporate jargon and definitions of branding and get creative with it to make branding work for you.
What is branding to you? And remember there is no right or wrong answer. An even better question could be “What can branding do for you?”