What Does Branding Mean Today?

Originally branding meant marking livestock with a red-hot iron. Today, branding is about much more than just a mark. Merriam-Webster defines branding as…

“The promoting of a product or service by identifying it with a particular brand.”

Today we talk about things like Brand Awareness, Brand Building, Brand Advocates and Brand Monitoring. We still associate logos and marketing materials with a company’s brand, but branding encompasses so much more.

Branding begins with the answers to these questions:

1. Who are you?
2. Who is your audience?
3. What problem do you solve?
4. What makes you different?

Notice I didn’t ask what your favorite color or font was? This is about establishing an identity that helps facilitate your growth and sustainability as a business – brand building.

Jon Wuebben, in his book Content is Currency , defines brand building as:

“The notion of establishing a familiar presence, having a standard way of doing things, and establishing a level of confidence in the minds of your customers.”

So, how do you do this? It’s a process of defining and refining:

1. Who you’re talking to - target audience
2. What you’re saying and how you’re saying it – content
3. How it’s received – marketing channels
4. The outcome – measurement

Target Audience 

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Read more at  : What Does Branding Mean Today?