Branding. You know it’s part of marketing, but how does it fit exactly?

Understanding what is branding (in marketing, especially) matters a lot if you want to make a lasting impact.

Branding goes beyond a memorable logo or catchy tagline – branding represents the heart and soul of your business identity.

This comprehensive guide will explore the essence of branding in marketing and walk you through seven elements that will help you build a powerful, enduring brand — all by yourself.

1. What is branding in marketing? It’s your business personified

At its core, branding is the process of shaping how your prospects and customers perceive your business.

It encompasses every verbal and visual touchpoint as a prospect moves to becoming a customer, and — ultimately — an advocate.

Get it right, and your prospects will remember what your business offers, even if they don’t need your solution at the time they first see your brand.

A strong, memorable brand:

• Cultivates trust with your audience
• Attracts your ideal customers — and repels bad-fit prospects
• Differentiates you from competitors
• Contributes to long-term business success

Get your brand wrong, and your business will be forgotten, or rejected outright.

Get it right? Your business will be remembered, recommended, and even treasured.

2. Defining your brand’s personality (Classic or modern?)

Your brand’s personality is developed based on its values, target audience, and overall mission.

You communicate your brand personality in two ways: Visually and verbally.

Visually, your brand personality shows up in your brand colors, brand fonts, and overall design style.

Verbally, your brand personality shows up in the tone of voice and exact language you use to describe your business.

These elements come together and form an overall “personality” your prospects will associate with your brand.

Most brands, I believe, fall into one of two main categories. They classic or they’re modern.

The choice between a classic or modern brand style can significantly impact how your brand is perceived, and which customers it attracts.

Classic Brands:

• Look and sound traditional and professional
• Use serif fonts and reserved colors
• “Speak” in a more formal tone of voice

Modernist Brands:

• Look and sound contemporary and energetic
• Use sans-serif fonts and bold colors
• “Speak” in a casual, approachable tone of voice

The key is to choose the brand personality that best reflects your values and appeals to your target audience.

Discover your business’s brand personality [FREE]: Take my 3-minute Brand Personality Quiz.

Remember: Brand impressions start from the moment someone sees your brand for the first time.

The first thing they notice? Your brand name.

3. Choosing a brand name that resonates

Your business name is a critical brand element that can either spark interest or create confusion.

The right name is memorable and reflective of your business’s value. And — if you choose your brand name carefully — it will be flexible enough to accommodate future growth.

Here are some key tips for selecting a powerful business name:

• Strike a balance: Avoid names that are overly generic or too specific
• Keep it straightforward: Steer clear of confusing initials, acronyms, or invented words
• Think ahead: Using your personal name might limit future growth or sale opportunities
• Secure your digital presence: Always verify if the .com domain is available

Pro tip: Brainstorm with trusted friends or potential customers. Fresh perspectives can often lead to the perfect name!

4. Crafting a compelling tagline

A well-crafted tagline is a powerful asset in branding, distilling your brand’s essence into (ideally) eight words or less. Your tagline is an opportunity to communicate your unique value proposition and leave a lasting impression on your audience.

Follow these steps to create an effective tagline:

1. Keep it concise (aim for under 8 words)
2. Clearly explain what your business does, especially if your business name doesn’t
3. Highlight the key benefits for your customers
4. Test it with your target audience to ensure it resonates

Don’t be afraid to generate numerous tagline options before you make a final decision. Sometimes the perfect tagline emerges from unexpected places!

5. Making your fonts speak volumes

When considering what is branding in marketing, don’t forget the importance of careful font selection — otherwise known as brand typography. It plays a crucial role in how your brand is perceived.

The right font selection can make the difference between marketing content that communicates your brand quickly and clearly — and an opaque, frustrating user experience.

Forget about rigid rules for fonts. The key is finding what works best for your specific brand.

Your objective? Create content that’s on-brand, easy to read, and keeps your audience engaged.

Effective typography enhances understanding and brand impact — without drawing attention to itself.

6. Speaking a visual language with your brand colors

Brand color selection is a crucial aspect of what branding in marketing entails.

The hues you choose can evoke specific emotions and associations, influencing how people perceive your brand. It’s essential to select a brand color palette that not only looks appealing but also aligns with your brand’s personality and resonates with your target audience.

Follow this action plan to choose your brand colors:

1. Read about why you really only need one or two brand colors
2. Consider your brand’s core values and personality
3. Utilize free color picking tools to explore color combinations
4. Test your chosen palette with your target audience

Color consistency is key to building a memorable brand. Once you’ve settled on your color scheme, apply it consistently across print and digital to maximize recall and impact.

7. Building brand equity: ROI for long-term revenue

Brand equity is what happens when all your branding efforts — and your consistent application — begin to pay off.

Your business’s brand equity is the value and influence your brand holds in the marketplace. This value is not built overnight but happens with exposure to consistently positive experiences and memorable messaging over time.

Brand equity is built through:

• Memorable, consistent messaging across all prospect and customer touchpoints
• Positive customer and prospect experiences (every single time!)
• Strong brand recognition — a visual and verbal personality that makes an impact

Developing a powerful brand takes time and effort, but the payoff is immense. Stay patient, remain focused, and your brand equity will grow.

Branding is an essential part of a strong marketing strategy — especially now

Now that you understand what is branding in marketing and how it’s essential for creating a lasting, impactful business identity, you have a leg up on your competition.

By focusing on the seven elements here, you’re on your way to building a brand that not only stands out but also stands the test of time.

Remember, your brand is a living entity that requires care when you’re bringing it to life.

From the first brand impression to day-to-day consistent branding decisions, the time you invest in nurturing your brand will pay dividends over time.