{"id":7721,"date":"2024-11-15T17:15:34","date_gmt":"2024-11-15T16:15:34","guid":{"rendered":"https:\/\/www.mickyweis.com\/hvad-er-branding\/"},"modified":"2025-07-09T14:17:21","modified_gmt":"2025-07-09T12:17:21","slug":"what-is-branding","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/what-is-branding\/","title":{"rendered":"What is branding? How to build recognition"},"content":{"rendered":"<p data-start=\"105\" data-end=\"215\">Branding is an incredibly broad concept, within which one can rightly dive into a myriad of different aspects.<\/p>\n<p data-start=\"217\" data-end=\"304\">In this post, we stick to &#8216;the basics&#8217; and take a look at what branding essentially is.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/what-is-branding\/#What_does_branding_consist_of\" >What does branding consist of?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/what-is-branding\/#Branding_vs_Marketing\" >Branding vs. Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/what-is-branding\/#Brand_positioning\" >Brand positioning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/what-is-branding\/#Employer_branding\" >Employer branding<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/what-is-branding\/#Benefits_of_the_right_branding\" >Benefits of the right branding<\/a><\/li><\/ul><\/nav><\/div>\n<h2 data-start=\"306\" data-end=\"340\"><span class=\"ez-toc-section\" id=\"What_does_branding_consist_of\"><\/span>What does branding consist of?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"342\" data-end=\"476\">Branding can, in some cases, be an intangible concept to work with, but there are also tangible elements that can be touched and felt.<\/p>\n<p data-start=\"478\" data-end=\"552\">Let\u2019s take a look at some of the basic elements we understand as branding.<\/p>\n<ul data-start=\"554\" data-end=\"625\">\n<li data-start=\"554\" data-end=\"573\"><strong data-start=\"556\" data-end=\"573\">Name and logo<\/strong><\/li>\n<li data-start=\"574\" data-end=\"601\"><strong data-start=\"576\" data-end=\"601\">Typography and slogan<\/strong><\/li>\n<li data-start=\"602\" data-end=\"625\"><strong data-start=\"604\" data-end=\"625\">Shapes and colors<\/strong><\/li>\n<\/ul>\n<p data-start=\"627\" data-end=\"746\">It goes without saying that the name of a brand plays a significant role in shaping the first impression for consumers.<\/p>\n<p data-start=\"748\" data-end=\"926\">With a name that is easy to understand, easy to remember, and at the same time includes a logo that is uniquely recognizable, you&#8217;re well on your way to creating brand awareness.<\/p>\n<p data-start=\"928\" data-end=\"1056\">Typography here further emphasizes the brand&#8217;s identity, while a slogan can express a promise or set of values to the consumers.<\/p>\n<p data-start=\"1058\" data-end=\"1200\">We can&#8217;t ignore that shapes and colors have a psychological effect on consumers and can also significantly influence how a brand is perceived.<\/p>\n<h2 data-start=\"1202\" data-end=\"1228\"><span class=\"ez-toc-section\" id=\"Branding_vs_Marketing\"><\/span>Branding vs. Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"1230\" data-end=\"1326\">Many times, branding and marketing are grouped together, despite being two distinct disciplines.<\/p>\n<p data-start=\"1328\" data-end=\"1373\"><strong>Branding<\/strong> can be seen as a company\u2019s identity.<\/p>\n<p data-start=\"1375\" data-end=\"1447\"><strong>Marketing<\/strong> is the tool that helps communicate this identity to consumers.<\/p>\n<p data-start=\"1449\" data-end=\"1587\">The combination of both disciplines is essential so that consumers can differentiate brands from each other beyond just a logo and a name.<\/p>\n<div class=\"greenbox\">\n<p data-start=\"1589\" data-end=\"1751\">Imagine, for example, two different shampoo brands that sell exactly the same product with the same ingredients and benefits. Which shampoo will the consumer buy?<\/p>\n<blockquote>\n<p data-start=\"1753\" data-end=\"1814\">This depends on the interplay between branding and marketing.<\/p>\n<\/blockquote>\n<p data-start=\"1816\" data-end=\"1978\">Let\u2019s say one brand focuses on self-care, luxury, and beauty, using <a href=\"https:\/\/www.mickyweis.com\/en\/influencer-marketing-guide\/\">influencer collaborations<\/a> and a minimalist approach with a beautiful logo that screams luxury.<\/p>\n<p data-start=\"1980\" data-end=\"2244\">Now, let&#8217;s say the second shampoo brand focuses on <a href=\"https:\/\/www.mickyweis.com\/en\/sustainable-marketing\/\">sustainability<\/a>, responsibility, and environmental friendliness. Through clear environmentally conscious ads, packaging, and color choices, it is also evident to the consumer that this brand is as green as it gets.<\/p>\n<\/div>\n<p data-start=\"2246\" data-end=\"2380\">The above examples show how the same product can be branded and marketed in two very different ways depending on the brand\u2019s identity.<\/p>\n<p data-start=\"2382\" data-end=\"2524\">The result is that the consumer sees the brand&#8217;s clear identity and can, based on that, determine which shampoo aligns best with their values.<\/p>\n<h2 data-start=\"2526\" data-end=\"2547\"><span class=\"ez-toc-section\" id=\"Brand_positioning\"><\/span>Brand positioning<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"2549\" data-end=\"2606\">When talking about branding, you can\u2019t avoid positioning.<\/p>\n<p data-start=\"2608\" data-end=\"2746\">When it comes to branding, whether it\u2019s a new launch or an already established brand, positioning maps are an essential tool to work with.<\/p>\n<p data-start=\"2748\" data-end=\"2827\">Positioning simply refers to the position a brand holds in the consumer&#8217;s mind.<\/p>\n<p data-start=\"2829\" data-end=\"2968\">This can depend on parameters like quality and price, but it could just as well be many other factors, depending on the market in question.<\/p>\n<p data-start=\"2970\" data-end=\"3183\">The point is that with the right branding (or rebranding) strategies, there will be an opportunity to analyze how consumers perceive a brand in order to better position it attractively relative to its competitors.<\/p>\n<p data-start=\"2970\" data-end=\"3183\"><a href=\"https:\/\/www.mickyweis.com\/en\/positioning-map\/\">I&#8217;ve written about positioning maps in a previous post, which you can read more about here.<\/a><\/p>\n<div class=\"greenbox\">\n<h2 data-start=\"3185\" data-end=\"3206\"><span class=\"ez-toc-section\" id=\"Employer_branding\"><\/span>Employer branding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"3208\" data-end=\"3368\">In addition to branding strategies aimed at creating or maintaining a company\u2019s identity towards consumers, there is another important level: employer branding.<\/p>\n<p data-start=\"3370\" data-end=\"3470\">Employer branding focuses on how the company presents itself to its current and potential employees.<\/p>\n<p data-start=\"3472\" data-end=\"3653\">Here, the focus is on branding the company as an attractive workplace, where employees thrive, and where potential employees can see a future with opportunities for personal growth.<\/p>\n<p data-start=\"3655\" data-end=\"3790\">In addition to the benefits it may bring internally to the company, there can also, in some cases, be a spill-over effect on consumers.<\/p>\n<p data-start=\"3792\" data-end=\"3945\">For example, if consumers know that employees in a company are fully satisfied, it can contribute to a positive effect and strengthen purchase intention.<\/p>\n<\/div>\n<h2 data-start=\"3947\" data-end=\"3981\"><span class=\"ez-toc-section\" id=\"Benefits_of_the_right_branding\"><\/span>Benefits of the right branding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"3983\" data-end=\"4073\">There are many advantages to the right branding \u2013 both for consumers and future employees.<\/p>\n<p data-start=\"4075\" data-end=\"4268\">As mentioned in the previous example, branding, besides helping to differentiate brands, also helps create an identity around a brand that consumers can identify with based on their own values.<\/p>\n<p data-start=\"4270\" data-end=\"4378\">If there is overlap between the company\u2019s values and the consumer\u2019s, there is potential for loyal customers.<\/p>\n<p data-start=\"4380\" data-end=\"4550\">Internally, a clear brand also ensures that employees are not in doubt about the values that apply to the company and, therefore, what the overall goal is for the future.<\/p>\n<p data-start=\"4552\" data-end=\"4733\">There will undoubtedly be a certain degree of motivation associated with working together on the same set of values, which have been clearly communicated and branded by the company.<\/p>\n<p data-start=\"4552\" data-end=\"4733\"><a href=\"https:\/\/www.mickyweis.com\/en\/value-proposition\/\">Interested in value proposition? Read more in my post here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Branding is an incredibly broad concept, within which one can rightly dive into a myriad of different aspects. In this post, we stick to &#8216;the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5732,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[93],"series":[],"class_list":["post-7721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-general-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Branding Drives Recognition and Success<\/title>\n<meta name=\"description\" content=\"Branding helps create an identity around a brand that consumers can connect with, based on their own values. Discover more here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mickyweis.com\/en\/what-is-branding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Branding Drives Recognition and Success\" \/>\n<meta property=\"og:description\" content=\"Branding helps create an identity around a brand that consumers can connect with, based on their own values. 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