Branding 101

Branding is in everything from social media captions to the color palettes that companies use for their products. Consumers look to brands as a decision-making shortcut when faced with similar products from competing businesses.


Branding includes your company name and logo, visual design, mission, and tone of voice. But it also extends to the way your business treats its employees and customers.

Brand Identity

Brand identity is the outward expression of a brand that includes its name, logo, tagline, design style, color palette and other visual representations. It also includes brand voice and other messaging used to communicate with customers. It’s important to note that brand identity is not the same as brand image, which is how customers perceive the company.

A strong brand identity helps businesses differentiate themselves in crowded markets and appeal to potential customers. It can also help them establish themselves within their industry. For example, Everlane’s transparent pricing and ethical manufacturing practices have helped them build a loyal customer base in the fashion space.

While branding is a vital aspect of a company’s success, it can be difficult to create a consistent identity across multiple platforms and audiences. To develop a successful branding strategy, it is critical to understand your ideal customer and to be able to convey your value proposition in a clear, concise way.

A solid brand identity can make or break your business, so it’s important to invest in the process. However, many companies approach brand development without much thought, cobbling together a dog’s breakfast of mismatched components over time. It’s crucial to develop a strategic framework to guide the creation of your brand identity, which will ensure that it is aligned with your business goals and core values.

Brand Value

Brand value is a measurable aspect of your brand’s reputation. It is determined by the price your customers are willing to pay for your products and services, which in turn contributes to revenue. A common way of evaluating brand value is by looking at the brand’s revenue premium over non-branded generic alternatives.

Ultimately, brand value is about how your company makes people feel. Consumers value brands that uphold transparent and authentic values, as well as those who operate in a way that minimizes waste and promotes social good. Brand values are a powerful differentiator for companies because they can influence consumer behavior and encourage repeat purchases.

To maximize your company’s brand value, consider focusing on three to five core values that can guide the entire business. For example, if your brand value is sustainability, think about how this translates into every facet of your company. This can include everything from the suppliers you choose for product materials to your customer return policy. In addition, it’s important to keep in mind that your brand values should evolve over time as you learn and grow as a company. Make sure to revisit your brand values often to ensure that they align with your goals and reflect the best parts of your company culture. Then, communicate these values to your employees and consumers to create a powerful connection with your audience.

Brand Promise

Brand promises are short statements that make a commitment to customers about what your company will deliver. A good brand promise communicates a value, draws attention and has a positive business impact. It can also create a strong emotional connection with your core customer.

When creating a brand promise, you need to think about your audience’s needs and values. Thorough market research can help you identify your target customers’ pain points and what messages will resonate with them. Using buyer personas can also be helpful in visualizing your audience as real people so you can understand their everyday needs and challenges.

The most effective brand promises are specific, credible, and aligned with your organization’s mission. They also capture the unique attributes of your product or service. A good brand promise is also memorable. It should evoke an emotion or draw attention, and be easy for your audience to remember.

A brand promise should be an internal code that everyone at your company understands and can follow. It should be concise and include simple terminology, so it can easily be incorporated into your company’s culture and operations. A brand promise shouldn’t be a tag line, but rather an internal code that aligns everyone from marketing to sales and customer success. It should also be a long-term goal that may need to be modified over time, depending on the needs of your customers and business.

Brand Experience

Brand experience is the sum of all that happens when people interact with your brand. It is a powerful element in fostering customer trust and loyalty, which can be instrumental in your brand’s success. The best way to measure your brand experience is by asking your customers for feedback on their experiences with your organization. By doing this on a regular cadence, you can continuously improve your brand experience and evolve to stay relevant in the eyes of your audience.

Brand experiences aren’t limited to physical interactions; they can be created online as well. For example, shoe retailer Vans creates events for their target audience of skateboarders to connect with each other and share their common interests. This type of interaction is an excellent example of a brand experience because it directly connects with the audience and allows them to feel like they’re a part of a community.

As the importance of brand experience continues to grow, organizations need to focus on making their brands irresistible. This means ensuring that their brand identity, voice and promise are aligned with their customers’ needs and wants. Managing these key brand components effectively will ensure that your company stays in the minds of your customers and helps them to make informed decisions about whether or not your products and services are right for them.