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Image by Yen Vu

What is Branding?

Branding is a marketing term widely used but not always understood. It is defined as the process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

In other words, branding is the overall presentation of your business. It goes beyond your logo and extends all the way to your business' personality. Understanding and developing your brand is crucial as it sets the tone for how your business is perceived.

A tire shop is not going to brand themselves the same way a children's clothing line would because they are aiming to attract completely different audiences, and having this basic understanding is the key to successful branding.

I have provided a 3 simple questions you can review to help you start thinking about your brand.

1. How would you describe your brand?

playful - energetic - classic

adorable - funny - discreet

efficient - gentle - happy

honest - skillful - wise

credible - artsy - athletic

​Can you think of other adjectives that better describe your brand? Try to come up with three distinct keywords that best describe your brand. For me, as the owner of Jasleni Art & Design, I would say my brand is Creative (because I am constantly creating new designs and art), Adaptable (because I change my style according to the needs of my clients), and Reliable (because I go out of my way to make sure deadlines are met to client's full satisfaction).

2. Is your product or service catered to premium shoppers or bargain shoppers? Consider how Walmart would advertise vs a 5-star resort. Their approaches are different because once again they are aiming to reach different types of consumers.

3. What sets you apart from your competitors? Do your research; see what your competitors are doing and how you can do it better.

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