Branding

Branding is the mention of a brand name, company name or logo for the purpose of increasing its awareness. The purpose of this form of marketing is not so much to encourage the public to take action but more to build brand value and support other marketing activities. Branding is building your brand.

Different forms of branding

A well-known form of branding is merchandising. This involves branding physical products, such as pens, clothing or key chains, with a logo or company name. These promotional items serve as a tangible reminder of the brand and are often used as promotional gifts or giveaways.

Branding can also take place through other advertising. For example, a spot or product placement on radio or TV whose main purpose is to support awareness and perception of the brand. Sponsorship of sports, events and organizations and exposure in return can also be considered branding.

In an even broader sense, all activities and contacts with customers can be considered branding. After all, every form of interaction with customers and the public determines the perception of the brand. So even the experience with products and services themselves determines the feeling a product or brand evokes.

Personal branding

In addition to corporate branding, personal branding is an increasingly important topic. Personal branding is all about creating an authentic and recognizable personal image. This is especially relevant for entrepreneurs, freelancers and professionals who want to position themselves as experts in their field.