What is branding?

Branding is a marketing practice in which a company creates and uses its name, logo, design, or other features that distinguish it from other companies. It’s about creating a significant and differentiated presence in the market that attracts customers and retains loyal customers.

In other words, branding serves to increase the value of a company and determine its position as a unique one in the market.


Process and elements of branding

The branding process begins with the definition of the target group and the development of a clear buyer persona. This information forms the basis for creating the brand identity, which includes features such as name, logo, color scheme and tone of voice.

Another important aspect of branding is the creation of a unique selling proposition (USP). The USP is what makes a company, product or service unique and sets it apart from its competitors.

Based on these elements, a consistent brand communication is developed that is conveyed in all channels, be it advertising, content marketing, PR or social media.

Effective branding also requires careful market analysis to understand and respond to the environment in which the company operates.

Role of branding in the customer journey

In a customer journey, branding plays a crucial role as it helps guide the customer from the initial awareness phase to the purchase decision.

Strong branding can help ensure that customers have a positive experience(customer experience), which in turn increases customer loyalty and retention.


Branding is thus a strategic process aimed at shaping customers’ perceptions regarding a company or its products. Effective branding helps differentiate the company and its offerings from the competition, promote positive customer experiences, increase customer loyalty, and ultimately enhance shareholder value.