Definition: Branding is when you associate things like design, signs, symbols or words with a particular brand. It’s something that that identifies a product and differentiates it from its competitors.

My notes: Branding is important, because it is an opportunity to connect your corporate values with your product or service. You get to tell customers what your company is about.

Probably the best way to illustrate what branding can do, is by contrasting it to positioning. (No, it’s close, but not quite the same.)

Let’s take a brand like Gucci: The brand can be knocked off. It’s positioning cannot.

That’s the difference.

Southwest Airlines: Take a look at this. It’s from their website.

The brand is heavily connected to the heart and the word ‘Luv’. It’s what Southwest is all about.

Their positioning is ‘freedom from fees’. Southwest are the ones offering the low price. That’s how they compete.

Isn’t that a great way of putting it?

Got to ‘Luv’ it.

Related posts

• Brand positioning – the why (2)
• Definition positioning (3)