On my journey as an entrepreneur one of the most confusing things I've been trying to figure out is what exactly is Branding?<p>All the things I've read seem to circle around an idea but I'm not sure what the core idea of it is. What is the defining feature of Branding.<p>So, without first googling it. How do you define Branding?
Ive had someone tell me its "one idea per web site, max." I disagree, and published all my ideas in once place with a consistent quirky / insane flavor, and thought that was in service of Branding.<p>What to big brands like General Electric, General Motors, General Mills even mean? How about a small, focused, meaningful brand like Red Bull? KFC? Which are identities you can connect with on a human level and which are remote gods one can only curse in helpless fury?
Brand = Personality.<p>Substitute the latter for the former and everything will make sense.<p>Personality is the basis for how you talk (copywriting), how you dress (design), and how you act (business conduct / PR).<p>Your company’s personality should match the personality of the person/company that your target audience wishes to be.<p>The act of using your product is an expression of your customers’ own personalities.<p>Branding is about embodying the ideals that your customers wish to express.
As an innovation consultant, Branding for me is the soul of the product.<p>Robinhood is officially a case study in the fragility of brand.<p>It took them 7 years to build up confidence in their platform.<p>It took them 1 day to switch from "by the people" to "against the people"