Have you ever chosen a product because you liked the packaging? Or because you recognized the logo? Today, I am going to explain what branding is and why it matters, how branding impacts a business, and real life success stories. As a brand designer and social media manager, I have seen firsthand the impacts of consistent and effective branding. Whether you’re a business owner, aspiring business owner, in the marketing or branding industry, or you’re simply a consumer, this speech is going to teach you the purpose of branding. Branding is more than a logo. It is the backbone of a company's identity, building trust and recognition.


According to The Branding Journal, branding is “the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers’ minds. It is a strategy designed by organizations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not,” (Andrivet, 2015). A few key components often found in branding include: brand definition, brand values, missions, goals, brand identity, and brand position, to name a few. So you may be wondering, why is it important? Well, branding is meant to make your company stand out. It sets a company apart from its competitors, making the consumer want to choose them over others. In today’s world, it is crucial to differentiate one brand from another, which is why having consistent branding is important to a businesses success. Consistent branding not only sets apart one brand from another, but allows consumers to easily identify a brand by key factors like colors, fonts, wording, etc. For example, if you ask almost any American above the age of 10 years old to identify the company associated with the swoosh, they’re almost guaranteed to know it is Nike. Which leads me to my next point, how branding impacts a business. 

Other than making a brand's packaging, social media, or stationary items look good, what is the impact of branding for a business? Through consistent branding a company builds a connection with their audience. According to an article by Forbes, “In many ways, you can appeal to people’s emotions through branding and make them feel more connected to your company. Branding allows you to build relationships with your audience, which can eventually turn them into loyal customers.,” (Jones, 2021). As consumers, we want to feel a personal connection with a company so it feels like we are supporting a person rather than an organization. Good branding allows the audience to build a relationship with the company, resulting in them becoming customers. With that in mind, let’s discuss a few real life examples of good branding and how it allowed a business to be successful.

When I think of companies that are successful, a few that come to mind include Nike, Apple, and Starbucks and a Forbes article agreed, listing them, along with others, as 19 Companies That Transformed the Landscape of Iconic Branding (Forbes Business Council, n.d.). Let’s analyze their branding and how it impacted their success. When you look at Nike’s branding, you notice a consistent theme of the audience. Nike has positioned themselves as a brand that focuses on their consumers rather than themselves, which has obviously gotten them far. They have remained faithful to their ideas, resulting in tons of success. Another example is Apple’s simple approach to branding, which really targets their audience. Apple products are designed with a minimalist approach, focusing on being user-friendly while remaining aesthetic. And lastly, according to a Starbucks article, Starbucks has created a “third place” allowing their consumers a space to come enjoy their menu while inviting others in to work, host meetings, or have a quiet space (Starbucks, n.d.). The environment Starbucks has created encourages people to come inside and stay, resulting in more sales. To wrap it up, these companies have created unique and individualized brands and brand experiences that are tailored to their target audience. These unique approaches are what have set these companies apart from their competitors, making them leaders in their industries.

In conclusion, branding is significantly more than just a logo. Branding is a combination of ideas that make a company unique and branding makes a huge impact on companies success. It is key for a business to have a recognizable, consistent brand that consumers want to choose over its competitors. This has been proven true by the success of companies like Apple, Nike, and Starbucks. With that being said, do you see the value, importance, and role branding plays in businesses growth and success?


References
Andrivet, M. (2015, October 27). What is Branding. The Branding Journal. https://www.thebrandingjournal.com/2015/10/
what-is-branding-definition/
Forbes Business Council. (n.d.). 19 Companies That Transformed The Landscape Of Iconic Branding. Forbes. https://www.forbes.com/councils/forbesbusiness
council/2023/10/16/20-companies-that-transformed-the-landscape-
of-iconic-branding/
Jones, K. (2021, March 24). The Importance of Branding In Business. Forbes. https://www.forbes.com/councils/forbesagency
council/2021/03/24/the-importance-of-branding-in-business/#:~:text=With%20good%20branding%
2C%20you%20can%20give%20your,can%20e
ventually%20turn%20them%20into%20loyal%
20customers.
Starbucks. (n.d.). Reclaiming Third Places. Starbucks. https://stories.starbucks.com/emea/stories/2024/
reclaiming-third-places-our-bold-vision-for-community-stores/