Stop the fuss: Branding Explained!
Branding is more than a Logo.
But what exactly is it?
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Reading time: 2 minutes, 30 seconds
Location: Düsseldorf, Germany
Date: Dec 11th 2018
I need a logo. And let's create some business cards and a great website. But what about social media? And is merchandise branding too? I'm just so confused!
Don't worry. You're not alone. Most people feel insecure when it comes to the topic of branding. And there is a simple explanation for it. It´s just not that graspable like creating a business plan or setting up a sales strategy.

Today we are going to take a look at the term branding and give you a quick guide to finally end the confusion.

But first: What exactly is a brand?
To understand what branding is about you have to understand the concept of a brand and how our psych grasps it.
Photo by Jana Sabeth on Unsplash
Product vs. Brand
A bunch of companies can sell the same coffee. Maybe one is from Peru and the other is from Guatemala and the next is from El Salvador. Even tho it happens that the coffee is identical (hypothetically speaking) and there is nothing special about the coffee itself, some people prefer brand A over brand B.
Photo by Toa Heftiba on Unsplash
Why is that the case?
A brand is a projection of what you wish for yourself to become. To put it in different words: A brand image exists in your head.

It is what exists only in your mind when you think of the coffee brand A or B. It is the sum total of all impressions that you get from all interactions with a product and company.
Photo by Daniel Koponyas on Unsplash
Why is a brand important?
Can't we just skip the branding and sell our products?
The point is: A product can be easily copied by other players in a market, but a brand will always be unique. By creating a consistent brand identity or experience you're creating customer loyalty.

What companies do is they sell you dreams. Airbnb, for example, isn't selling you vacation houses it´s selling you belonging – which is a basic need – everywhere in the world.

The aim of holistic branding is to translate this experience into all customer touch-touch-points and marketing channels. Every interaction sends a message.
Let's break it down. Our goal is to make things easy for you. You will find 4 steps on how to implement what you've just learned.
Step by step...
Creating a dream
Branding is the process of giving a meaning to a specific company, products or services by creating and shaping a brand in consumers' minds. #creatingadream
It is a strategy designed by companies to help people to quickly identify their products, and give them a reason to choose their products over the competition's, by clarifying what this particular brand is and is not.
The goal is to attract and keep customers by delivering not only a product that is aligned with the brand promise but an experience that you'll never forget. Cause, in the end, people make purchasing decisions based on their brand experience.
What you can do now:
Pay attention to your brand identity such a logo, brand colors, and typography, your website, your customer interactions such as the chat or email communication. It is your job to make sure all of those messages are pointing the right direction to support your brand strategy.
Wanna sell dreams and need some help getting started?
Just get in touch and we help you out on this one.
Editor: Valentina Hartel

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