What is Branding in marketing?

Find out what branding is in the context of marketing.

Written By: 

Erick Leon


November 25, 2021

What is branding in marketing?

Let's take the romance out of the word branding for a moment here and be real.

"Branding is a way to get more people to buy more stuff, for more years, at a higher price." - Marty Neumeier

At the end of the day we must keep our companies running, employees paid, and keep delivering delight to our customers along the way. In order to do that we must have consistent and expected sources of revenue. This is where a well-branded business can have a long-term advantage over its competitors. When you are able to make connections with your audience, whatever you seem to do is received optimistically. This is called brand loyalty.

Why Branding is invisible.

A strong brand isn't seen but felt. The word branding tends to be an annoying buzzword to small business owners because many misinformed people use it by mistake whenever they are talking about a logo, colors, or aesthetics. Those elements however are your visual identity design. They're more like indicators of what potential customers should expect from a company. Identity design is just one tool that a good team of branding experts uses to their advantage.  

Social status is also a big part of branding, but it has little to do with a business's visual identity. Emotion is heavily tied to the things we do and say. A well-positioned brand will be the perfect vehicle to express a person's interests or values. The manner in which you present your product, service, or company can and will play a drastic role in eliciting emotions along the way. As we all know, people tend to think more positively and perceive higher value when products or services present themselves alongside sophisticated materials, elegant design, and great stories. The people who are responsible for helping you do just that, are called creatives.

When you look at branding through the lens of emotion you can better tailor your physical assets or "indicators" in a way that shapes the narrative you ultimately hope to achieve.

Branding and Gen Z

It's also important to understand that social responsibility plays a big role in the expectations of your younger audience. Although it will vary from industry to industry it's always a good note to vocalize what your company does or the values it beholds for the community or the environment. As the world gets more and more connected the purchases and vendors people choose are more visible to others.

In short:

Branding is what someone assumes you're going to do before you do it. It's about:

  • Trust
  • Expectations
  • Assurance
  • Accountability
  • Social status
For branding and Gen Z you must also consider:

Increase brand Loyalty by:

Here are some examples of things you could change that would help change the brand narrative in your customer's mind. Depending on your industry these examples might not apply. It's important to understand what natural advantages come with running your business and never look past the individuals that help run your business every day like employees.

  • Focusing on a core target market and creating a tailored experience for that individual. (Assurance)
  • Focusing on materials, location, and presentation. (Social Status)
  • Solving their problem. (Trust)
  • Fast customer service (Accountability)
  • Fast delivery (Expectations)



See how your company stacks.

Sign up for a free website analysis and we will give you 3 actionable DIY steps to increase your traffic.

We will get back to you shortly! Follow our Instagram for even more tips!
Oops! Something went wrong while submitting the form.

Frequently Asked Questions

Are we right for your business?

Our clients typically already have a solid local market penetration and now either, want to become a premium company and start charging more, or, need a reputable online presence in order to start expanding their business opportunities. They are executives & owners that value their company's reputation, image, and customers. They typically understand the budget that goes with quality and comfort.

What's it like working with us?

We are a creative agency that helps our clients create superior brands. That means you get to experience what our definition of superior means. We always wear suits because the best clients deserve the best agency. We don't just represent ourselves. We represent our work, our clients, and potentially you.

How do we measure your success and growth?

You meet with your account manager once a week, either digitally or physically, and we discuss all your key performance indicators (KPI). Depending on your business this could be reservations, estimate requests, social media traffic or website session duration.

How does payment work?

After we have agreed on a budget:
50% Due up front in order to start the project.
25% Due at our 75% point. Usually done at our second (2nd) meeting.
25% Due upon receiving the final delivery.
We accept wire transfer, checks, or Paypal.

How do I get started?

Fill out our contact form and follow the steps so we get a general idea of your needs.