How Does Branding Work?

What is a Brand? What Does Branding Mean? How Brands Work

In addition to the definition that “A brand is nothing more than a special promise made to a customer, and the relationship that exists between the two through communication,” I offer some additional ideas about branding.

  • You can consider a brand as the idea or image people have in mind when thinking about specific products of a company, both in a practical (e.g. “the shoe is light-weight”) and emotional way (e.g. “the shoe makes me feel powerful”). (Andrivet, 2015).
  • I add to the idea that “Brands transform products and services into something larger than the product itself”
    • “Branding is the process of giving a meaning to specific products by creating and shaping a brand in consumers’ minds. It is a strategy designed by companies to help people to quickly identify their products and organization, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.” (Wright, 2016)
  • Branding is important for the following reasons, according to Amanda Wright of The Branding Journal (2016):
    • It helps people identify and recognize your products and organization
    • It’s what makes your company different from the competition
    • Branding helps you connect with customers emotionally
    • It help consumers know what to expect by making your products easy to choose
    • Branding is the best strategy to attract top quality talent
    • It helps you build trust with many different stakeholders
    • It allows you to stay clear with your organization’s strategy and stay focused
    • Building your brand helps you grow your business
  • Small businesses with stellar branding examples from Karla Cook (2017):
    • Folklorious, accessories boutique
      • “incorporated excerpts of classic artwork, illustrated design, and photography with modern graphic elements and typography. The end result is an eclectic, stylish, and truly unique brand identity.”
    • Zonzo Estate, winery, restaurant and popular wedding destination
      • “The redesign is surprisingly modernistic for a rustic winery. The work is centered around a versatile, floating-letter logo that looks classic in gold foil, and youthful and fresh when printed in outline on a menu cover.”
    • Notel, a hotel
      • “The name and logo explicitly express the idea that this is ‘not a hotel’, with a subtle nod to the slashed ‘no symbol’. Celebrating the best of Melbourne, reframing both high and low culture, Self-titled created the brand positioning — ‘reflecting and reframing Melbourne’. This helped inform the reflective surfaces, cut-out logo and a website design which reveals and reframes layers of content.”


References (APA)


Andrivet, Marion. (2015). What is branding? The Branding Journal. Retrieved from

Cook, Karla. (20 February, 2017). 15 inspiring examples of small business branding. Retrieved from

Wright, Amanda. (2016). Why is branding so important for your business? The Branding Journal. Retrieved from


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