Branding is the process of building and managing brands -their design and marketing-, and has become vital to the success of any new product, service or company. It tries to solve what is the role of the brand in this changing world in which we live.
Branding has become one of the main activities of management. It is a complex and multidisciplinary process. It can be successively a matter of marketing, design, communication and business performance – and, in many cases, all at the same time.
I hate it when I hear colleagues talk about branding as a discipline within graphic design. This is not about making logos, not even about consulting… I’m sorry but it makes me sick. Branding is much more than that. It is a complete process, where we can usually differentiate a strategic part: defining the brand idea, the positioning, its name, messages, tone of voice, brand architecture…; and a part of expression: visual identity, system that translates into the points of contact, architecture…
Branding is the channel through which the company presents itself to itself and to the various external worlds. It influences every part of the company and its entire public, at all times and everywhere.